Shea Moisture accused of alienating black women in new ad
Haircare company Shea Moisture is under fire after releasing a promo video about women hating their hair who, thanks to their products, have learned to love their natural tresses. But its the use of white women in the ad that has customers of the black-owned business pretty vexed.
The ad begins with a black woman opening up about the bullying she experienced due to her natural, curly hair.
“I hated my hair because it’s like oh I have this. And like…people make fun of me for it,” she said.
The video quickly transitions to a white woman admitting she “didn’t know what to do” with her long sandy blonde hair, and another red-haired white woman expressing that she used to dye her hair “platinum blonde.”
SheaMoisture is CANCELLED pic.twitter.com/T4Dru1JgAq
— NANA JIBRIL ??️? (@girlswithtoys) April 24, 2017
While the video campaign was supposed advocate loving your hair — and generating more consumer interest — it did quite the opposite, judging from reactions online. On Twitter, many users slammed Shea Moisture for attempting to “diversify” its clientele, but in the process alienating what many argue is the company’s core consumer base: black women.
Check out some of the feedback below.
Ok @SheaMoisture I can see that you are trying to diversify but you’ve just alienated your main demographic. https://t.co/nCMCP3wp8T
— LaChouett ?? (@ChouettBlog) April 24, 2017
Did they just All Lives Matter hair? RT @girlswithtoys SheaMoisture is CANCELLED pic.twitter.com/L7QQrUDtsE
— Your Yoruba Husband (@O_Tunj) April 24, 2017
I get #SheaMoisture wanting to diversify the product line. But fam, if a core, high-spending demographic made you, develop an adjacent line.
— You’re Welcome (@meredithclark) April 24, 2017
This Shea Moisture situation…. pic.twitter.com/XVwvddYENx
— Thick James (@rud_kel) April 24, 2017
“HEY! We want to use Shea Moisture too!” pic.twitter.com/9qfoGBKZAf
— Ira Madison III (@ira) April 24, 2017
When Target announces a buy two Shea Moisture bottles get a free Pepsi sale pic.twitter.com/9CRhNN79sV
— Ira Madison III (@ira) April 24, 2017
Black women built SheaMoisture. And not the “I was teased for having good hair” Black women. Black women will take it right on down too.
— Kimberly N. Foster (@KimberlyNFoster) April 24, 2017
I’m sorry but since when did white people use Shea Moisture pic.twitter.com/nw5bOWPr9W
— k (@trashfave) April 24, 2017
@girlswithtoys What on earth? Did they just gentrify Shea Moisture? Well it’s been nice knowing them pic.twitter.com/ymvCi0ohe1
— rosechocglam (@MBApioneerz) April 24, 2017
SheaMoisture said ?? to Black women that have been supporting them just to appeal to Beckys. They gon learn the value of Black buying power.
— NANA JIBRIL ??️? (@girlswithtoys) April 24, 2017
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