In the natural hair community Shea Moisture is a big deal. Several blogs and YouTube tutorials will credit the hair-care line for flawless twist-outs or healthy kinks. Yesterdays new Shea Moisture campaign attempted to include "all hair type journeys" didn't sit so well with the companies biggest supporters, Women of Color.
SheaMoisture is CANCELLED pic.twitter.com/T4Dru1JgAq— NANA JIBRIL 🌙🏳️🌈 (@girlswithtoys) April 24, 2017
Thus the inevitable Black Twitter drag companies should come to expect in the socially woke age of their consumers.
.@SheaMoisture gotta make a public apology, give Quvenzhané Wallis an endorsement deal, and mark down all products to fix this— Petty White (@BrittneyWitAn_E) February 23, 2015
At some point an Olivia Pope move was made via Instagram but the damage had been done
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…