Rihanna a "No Go," dropped by Nivea

Although hip-hop artist Rihanna appeared in a number of advertisements for Nivea's skincare collection last year (including one where she poses seductively naked in promotion of Nivea's 100-year anniversary) CEO of Nivea's parent company Beiersdorf now says that the "We Found Love" songstress is a "no go."

CEO Stefan Heidenreich explained to the German newspaper Welt that, "I do not understand how to bring the core brand of Nivea in conjunction with Rihanna. Nivea is a company which stands for trust, family and reliability."

Last year Rihanna fronted the brand's 100 Years Skincare for Life campaign, and the company was a leading sponsor for her 'Loud' worldwide music tour.

At the time former CEO Markus Pinger stated, "We are excited to have Rihanna supporting us in our celebration and building a new generation of fans."

But now the new tycoon of the skincare company insists that Rihanna's image just does not fit the criteria for a Nivea spokeswoman. Rihanna's image may just be a little too sexy for the "Touch and be touched" skincare brand (especially with some of the photos she posts over twitter). But maybe it's also due to Rihanna obsessive party - she spent a good chunk of July rendezvousing aboard a yacht with friends in the French Riviera, and supposedly spent time hooking up with former boyfriend Chris Brown (who was charged with domestically assaulting the "S&M" star back in 2009).

Forbes magazine ranked Rihanna no. 3 in their top 30 of the richest celebrities under 30 in July, stating that Rihanna's sponsorship deal with Nivea had helped her to earn $53 million in just 12 months.

Last Year, Rihanna's hit "California King Bed" was featured in a Nivea commercial, which can be viewed here: