Shea Moisture pulls ad after getting hammered on social media

Shea Moisture, a brand long marketed primarily to African-American women, got a social-media smackdown Monday afternoon that made it the top U.S. Twitter trend with almost 33,000 tweets as of 5 p.m. Tweets objected to new advertising that reaches out to white women and equates the "hair hate" they face to what black women experience.

Shea Moisture admitted they had "f***** up" with the advert, which shows three white women and one black woman talking about "hair hate" while promoting sale products.

Skin care company Shea Moisture delivered a mea culpa Monday after a new ad campaign sparked outrage on social media, NBC News reported.

Scores of Shea Moisture's consumers - predominately women of color - felt insulted by the ad, which one writer called a "blatant erasure of African American women who made the brand what it is".

Commenters saw the ad as an effort by Shea Moisture to move away from its core consumers toward white women, some of whom are depicted in the 60-second video as using Shea Moisture products.

"This was not our intent".


Several studies conducted in the USA have found that black women who wear their natural texture, or who wear their hair in a traditional African-American styles like dreads, braids or cornrows, are seen as less competent than their peers who chemically straighten their hair or opt for weaves.

"Yes, we know good hair is for everyone", a BET writer said, "but that is why companies that cater specifically to Black women need to exist - because so numerous products out there do not".

The aim? To "address skin and hair care issues traditionally ignored by mass market companies", according to the company's website. We continue to service them.

A popular brand of natural hair products with deep ties to the African-American community is under fire for a recent ad.

The Liberian-born founder has long espoused the idea of inclusivity. We were there then - serving women who had historically been undeserved in the beauty industry - and that will never change (did we mention that we're still in control of our company?).

Shea Moisture, owned by Sundial Brands, issued a statement that said it would be pulling the ad immediately, saying in a Facebook post that video did not represent what it meant to communicate. "We have to grow the business ..."


Dennis founded Sundial Brands in 1992 with his roommate and mother when he was unable to return to Liberia because of civil war.

The brand has been lauded for its use of natural, ethically sourced and certified organic ingredients, and Dennis once wrote that his company was more of "a mission with a business, rather than a business with a mission". So, we ride for the brands that do, proudly telling our girlfriends about them and sharing them on social media followers. "The competition that we now see, puts businesses like ours at risk".

And to drag this "controversy" fully off the reality scale, Shea Moisture nearly immediately turned around and apologized, saying they would take down the ad.

This ad isn't the first time SheaMoisture has featured white women. But all that changed when they dared to run an advertisement which suggested that they also had some products which might be of interest to people with straight hair. Vlogger Catherine Valdes made a video reviewing products in a paid collaboration with SheaMoisture.

"As for the "rebranding" claim, there's not much to say there other than it's inaccurate".

The brand thanked the #SheaFam for keeping it 100.



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