In 2012, when Heidenreich signed on as the new CEO of skincare company Nivea — which signed Rihanna as a spokesperson/model in 2011 — he distanced the brand from the Barbadian beauty in an interview. "Rihanna is a no go," he said. "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." Rihanna responded with uncharacteristic brevity, tweeting, "No caption necessary" with a link to a pic of Heidenrich. She may not have said anything much, but you could feel the scorn through the screen.