Rihanna not wholesome enough for Nivea

Obvious alert: Rihanna's shocking behavior and raunchy wardrobe might not make her the ideal spokesperson for a "family-friendly" company. New Nivea CEO Stefan Heidenreich blasted the party girl -- hired in 2011 as the face of its marketing campaign -- as a "no go" for the brand's image. "I do not understand how Nivea can be [associated] with Rihanna," Heidenreich told Germany's Welt Online. "Nivea is a company that stands for trust, family and reliability." If the cosmetics exec had any regrets about his public censure of the pop star, Rihanna's Twitter response surely put his fears to rest. After tweeting a "No caption necessary" headshot of Heidenreich, Rihanna followed up with a decidedly un-family-friendly note: "Nivea q10 serum difference between cream" she tweeted. "Please, by all means, shock me next time..." What will be shocked? The 24-year-old singer's bank account, if she is in fact dropped as spokesperson. With $53 million in earnings this past year, Forbes reported that the Nivea endorsement was a factor in her third-place spot on its Highest-Paid Celebrities Under 30 list.