It’s not uncommon for a large brand to take steps towards expanding its target audience. But when it comes to natural hair care lines that cater to black women, that could prove to be a big no no. Shea Moisture proved that this week after releasing a few commercials with the message “Break free of hair hate,” featuring two white women sporting straight hair.
The company has become more than a stand out in the natural hair care world. It’s a fan favorite with a cult following that many companies strive to cultivate. Let’s just say they aren’t having the best week.
Waiting for Shea Moisture to drop a video of a white girl using their black castor oil edge treatment
— victoria sanusi ?? (@victoriasanusi) April 24, 2017
How Black women are looking at #sheamoisture and #jessiewilliams right now! pic.twitter.com/OA3s4fmVOz
— Rita Anderson (@EmpressRita) April 25, 2017
“Shea Moisture had to diversify their market for financial gain” but AA black women spend 80% more on beauty. ?https://t.co/5dbksHCSZW pic.twitter.com/5nkEf0SeHd
— Neela (@foxyneela) April 24, 2017
To add insult to injury, the company retweeted and thanked Tariq Nasheed for this tweet before issuing an apology:
So yall don’t want 2 boycott businesses like:
*Asian nail shops that beat up BW
*Companies that support Trump
But Shea Moisture is the issue— Tariq Nasheed (@tariqnasheed) April 24, 2017
The issue is the inclusion of us with all the other brands and that’s why we had Shea Moisture. I understand expansion and growth, but this is clearly not the way to do it. Why not still market to the same people and offer something new? Build from there.
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