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
Sigh…of all people to retweet.
When the company finally realized just how deep of a shit hole it had stepped into, this apology was issued:
Despite their attempts to right this colossal wrong, I’m still puzzled. I get that companies have a right to expand and grow, but when you’re creating products for something as sacred as black hair, why take such a risk. BLACK WOMEN MAKE FOR BIG BEAUTY BUSINESS. The proof is in the tweet above. Beyond the revenue, considering your core audience should be paramount during the course of any expansion. Shea Moisture knows full well that black hair has been politicized to the point where black women have had to embrace their natural tresses with an ever present middle finger to the establishment. So for a beloved brand to feature white women who display the very aesthetic black women have felt pressured to adopt in order to fit into society, all while casting a black woman as a second voice, is beyond comprehension.
So to companies like Shea Moisture, if you feel you must try your hand at crossing over, at least try to be a bit more subtle about it. Drop it on your consumers in doses until they are able to stomach your new-found branding strategy. If not, be prepared for damage control.
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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