Women of color have used Shea Moisture hair products for years in dealing with their naturally curly hair. But when the company decided to be more “inclusive” and include white women in a recent commercial, the move created an uproar.
The promotional video posted to Shea Moisture’s Facebook page Monday begins with a black woman sharing her frustration with her hair, then includes two white women who are complaining about their hair, as well.
That was too much for women of color who blasted the company, saying they felt insulted. One customer claimed the commercial was a “blatant erasure of African-American women who made the brand what it is.”
Another customer complained, saying, “Yes, we know good hair is for everyone, but that is why companies that cater specifically to black women need to exist — because so many of the products out there do not.”
Shea Moisture immediately pulled the ad and apologized:
“Please know that our intention was not – and would never be – to disrespect our community, and as such, we are pulling this piece immediately because it does not represent what we intended to communicate.”
The statement continued,
“While this campaign included several different videos showing different ethnicities and hair types to demonstrate the breadth and depth of each individual’s hair journey, we must absolutely ensure moving forward that our community is well-represented in each one so that the women who have led this movement never feel that their hair journey is minimized in any way.”
Below is the commercial:
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