The Internet is coming for Shea Moisture this week after the company released — and eventually pulled — a new advertisement featuring white women who experience “hair hate.”
In case you’re unfamiliar, the beauty brand — founded by two Liberian refugees from Harlem in the ’90s — makes products almost exclusively associated with black hair.
Before we continue, check out the ad for yourself (below):
Obviously, users of Shea Moisture’s products called out the company for abandoning its target demographic.
Here are some of Twitter‘s reactions (below):
Shea Moisture really went all hair matters on us. Wow.
├óΓé¼ΓÇ¥ Brokahontas (@iGiveYouWings) April 24, 2017
SheaMoisture said ├░┼╕ΓÇôΓÇó├░┼╕┬Å┬╛ to Black women that have been supporting them just to appeal to Beckys. They gon learn the value of Black buying power.
├óΓé¼ΓÇ¥ NANA JIBRIL ├░┼╕┼ÆΓäó├░┼╕┬Å┬│├»┬╕┬Å├óΓé¼┬ì├░┼╕┼Æ╦å (@girlswithtoys) April 24, 2017
Seeing Shea Moisture make a campaign trying to expand their brand to white people by getting rid of their target audience is upsetting.
├óΓé¼ΓÇ¥ ├░┼╕┼Æ┬╣ (@LuvJaylen) April 24, 2017
Black women have supported and gave free press to Shea Moisture for YEARS. And then they have a “hair hate” commercial with white women?
├óΓé¼ΓÇ¥ no. (@DatGirl_ICEY) April 24, 2017
Shea Moisture so typical. Court Black women and when you get the following and support, ditch the group that was riding tough for you.
├óΓé¼ΓÇ¥ ess tee (@EssTee11) April 24, 2017
Shea Moisture has since responded by apologizing to its costumers and PULLING the ad completely!
We are having some serious Pepsi flashbacks!
Check out their reaction to the backlash, in which they take full blame for the piece (below):
Wow, okay ├óΓé¼ΓÇ£ so guys, listen, we really f-ed this one up. Please know that our intention was not ├óΓé¼ΓÇ£ and would never be ├óΓé¼ΓÇ£ 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├óΓé¼Γäós 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 ├óΓé¼ΓÇ£ and our work will continue to serve as the inspiration for work like the Perception Institute├óΓé¼Γäós 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├óΓé¼Γäóre right. We are different ├óΓé¼ΓÇ£ and we should know better. Thank you all, as always, for the honest and candid feedback. We hear you. We├óΓé¼Γäóre listening. We appreciate you. We count on you. And we├óΓé¼Γäóre always here for you. Thank you, #SheaFam, for being there for us, even when we make mistakes. Here├óΓé¼Γäós to growing and building together├óΓé¼┬ªA post shared by SheaMoisture (@sheamoisture) on Apr 24, 2017 at 2:11pm PDT
Thoughts on this??? SOUND OFF in the comments (below)!
[Image via Twitter.]