Black Women Express Outrage Over New "tone Deaf," "white-washed" Sheamoisture Ad

[SelahOco]

Black Women Express Outrage Over New "Tone Deaf," "White-Washed" SheaMoisture Ad



Beauty brand SheaMoisture has come under fire for a new ad that many Black women say is "white-washed." The 60 second spot features three women, one Black woman with light skin and long, curly hair, a blonde white woman and a white woman with red hair, discussing the difficulties they've faced because of their hair's texture and/or color. The women discuss how they've overcome the "hair hate" with the help of the brand's products.

This messaging didn't sit well with Black women who noticed the absence of women with darker skin and courser textures. On Twitter and Facebook, they've expressed their disapproval.

This isn't the first time the company, founded in 1991, has been accused of sidelining Black women recently. Two weeks ago, the brand posted a message to its core group of customers that addressed concerns about the brand's shift in focus.

“We share the same concerns, disappointment and angst that our community has every time our support helps to grow a business and it forgets its roots. Rest assured, we will never forget our roots and we will always hold up our community,” the statement reads.

This messaging didn't sit well with Black women who noticed the absence of women with darker skin and courser textures. On Twitter and Facebook, they've expressed their disapproval.






Read more: http://theculture.forharriet.com/2017/04/black-women-call-new-sheamoisture-ad.html#ixzz4fCOLKaQc
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[OriginalBeauty]

Who has ever seen a white woman use shea moisture?

 

[AnjelLuvs]

I get that it is all about the money, they should not forget who their core base is though...

Maybe this commercial is to attract the others. there was another video I seen around here recently about a convention or something and the people there were all white representatives and models, or fairly light...

They really trying to erase BW from any and everything seemingly...

 

[SelahOco]

These straight haired white people gone drown in all this butter and oil! They gone go on Youtube and complain about stringy hair and acne pimples.

We ain't gotta do nothing. This is going to explode on itself.

 

[FlowerHair]

Haven't they been owned by whites for a long time now? Their products smell great, but the ones I tried were sticky and greasy.

 

[cravoecanela]

Who has ever seen a white woman use shea moisture?

I actually know two.

Diversified marketing is smart.

 

[SelahOco]

Haven't they been owned by whites for a long time now? Their products smell great, but the ones I tried were sticky and greasy.

Nothing about their products says "for everybody..." they have always seemed very kinky curly friendly. I have seen white people buying the soap and body wash, which I don't mind. Get money. But use mostly black people in your ads.

 

[Kanky]

A mess. May they lose lots of money. You can attract new customers without alienating your old customers. They should've skipped the whole tone deaf hair hate thing with those white and diet white women and just made a video showing that the products work for their hair types too.

 

[Phoenix]

Who has ever seen a white woman use shea moisture?

Some of the white women in my moms group use Shea Moisture products.

But, yeah...how are you going to have a commercial about embracing your natural hair despite society's negative messages and not feature the primary targets of these messages?

 

[FlowerHair]

Nothing about their products says "for everybody..." they have always seemed very kinky curly friendly. I have seen white people buying the soap and body wash, which I don't mind. Get money. But use mostly black people in your ads.

I know, but there was some controversy about their new owners a while back so many stopped buying their products...

 

[Lucie]

I only used their coconut hibiscus body wash. Doesn't Romney own them? Oh well, I use jojoba oil. Bye.

 

[SelahOco]

I know, but there was some controversy about their new owners a while back so many stopped buying their products...

Ah!! I see. Their Facebook page is under siege right now and they seem to be ignoring it so far. I love watching how companies navigate in situations like this. Hopefully they get it right cause these women are FURIOUS!

 

[rafikichick92]

Who has ever seen a white woman use shea moisture?

I saw one buying some SM hair gel just the other day, actually.

 

[LostInAdream]

Would've been a perfect time to show a type 4 natural with a bomb wash n go like mahogany curls or naptural85. Instead they do this? I believe she was in their other commercial but still they need to be in everyone to show everyone s hair their products are for. I love their products for myself and my daughter but will be looking for other products for us if they don't fix this.

 

[Philippians413]

From their IG: Wow, okay – so guys, listen, we really f-ed this one up. 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. You guys know that we have always stood for inclusion in beauty and have always fought for our community and given them credit for not just building our business but for shifting the beauty landscape. So, the feedback we are seeing here brings to light a very important point. 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. We are keenly aware of the journey that WOC face – and our work will continue to serve as the inspiration for work like the Perception Institute’s Good Hair Study/Implicit Association Test that suggests that a majority of people, regardless of race and gender, hold some bias towards women of color based on their textured or natural hair. So, you’re right. We are different – and we should know better.

Thank you all, as always, for the honest and candid feedback. We hear you. We’re listening. We appreciate you. We count on you. And we’re always here for you. Thank you, #SheaFam, for being there for us, even when we make mistakes. Here’s to growing and building together…

 

[Layluh]

I'm not too emotionally invested in any of this but this wouldve been a great opportunity to let BW be a standard of beauty. I mean at least have one nappy haired chick in there. Damn. I thought Romney was just an investor? Though having investors is always a slippery slope cause they can eventually own the company if they dont like you, your contracts aren't tight or you *** up.

Is the actual owner a BM? If so this is typical.

 

[Bmack]

Interesting reactions.

 

[Enyo]

Who has ever seen a white woman use shea moisture?

I have, but she had the "jewfro" thing going on.

I mean at least have one nappy haired chick in there.

I think they didn't do it because white women would not want to use any product that is associated with nappy hair. Exoticals with loosely curled hair are acceptable.

 

[FelaShrine]

Interesting reactions.

weren't they all giving stories on how its best for black businesses to try to get all the coins just last week?

Cant take people here seriously.

 

[Browndilocks]

Who has ever seen a white woman use shea moisture?

Believe it or not, I actually know quite a few WW who use SM. I was shocked to learn it at first. When it goes on sale at Walgreens' those yt girls are on it.

 

[bubbles12345]

What sm products work on straight white hair?

 

[Southernbella.]

Black businesses should be allowed to expand their brand and get all the profits. I haven't seen the commercial but folks are acting like they ridiculed kinky hair. So what if they want to sell to white women too?

 

[Bunnyhaslonghair]

Haven't they been owned by whites for a long time now? Their products smell great, but the ones I tried were sticky and greasy.

Wow so they are white owned now? Good to know.

 

[Thump]

B

From their IG: Wow, okay – so guys, listen, we really f-ed this one up. 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. You guys know that we have always stood for inclusion in beauty and have always fought for our community and given them credit for not just building our business but for shifting the beauty landscape. So, the feedback we are seeing here brings to light a very important point. 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. We are keenly aware of the journey that WOC face – and our work will continue to serve as the inspiration for work like the Perception Institute’s Good Hair Study/Implicit Association Test that suggests that a majority of people, regardless of race and gender, hold some bias towards women of color based on their textured or natural hair. So, you’re right. We are different – and we should know better.

Thank you all, as always, for the honest and candid feedback. We hear you. We’re listening. We appreciate you. We count on you. And we’re always here for you. Thank you, #SheaFam, for being there for us, even when we make mistakes. Here’s to growing and building together…

Blah blah Blah. This is damage control. They knew EXACTLY what they were doing. They are only worried about losing black women's money so they came up with this lame apology.


Eta: missed some words lol

 

[Lute]

weren't they all giving stories on how its best for black businesses to try to get all the coins just last week?

Cant take people here seriously.

Yeah but there is a way to do it. If they put another woman with a 4 a/b i dont think it would've pissed off alot of women.

I think the closest add I've ever seen that attracted a multicultral crowd is Carols Daughter and maybe Miss Jessies

 

[onyxdreams]

Kick rocks, there is always an apology, yet they will continue to move forward with their plans to mainstream their product. Once their base grows and losing our money doesn't hurt as much, they will go back to ignoring us!

 

[HairBarbie]

No need to be outraged, just don't buy it. I don't buy products not geared to me regardless of who owns it.

 

[jeanghrey]

So are we boycotting or nah....let me know

 

[Dposh167]

Their conditioners are not even good enough for me to lift a finger in protest

 

[beingofserenity]

weren't they all giving stories on how its best for black businesses to try to get all the coins just last week?

Cant take people here seriously.

Yup