In Brands, Marketing

On Monday, SheaMoisture released an advertisement that intended to convey the message “Break free from hair hate.” But to its loyal customers, it more than missed the mark. Shea’s core fans are women of color, and in this advertisement, the brand attempted to compare the incomparable: white women choosing to embrace their straight red hair, to a woman of color embracing her natural black texture, curls and all. By placing the emphasis on the three white women’s hair confidence issues, instead of on the black woman’s, Shea succeeded in only alienating their core constituency. 

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