Black Twitter Shuts Down New Shea Moisture Commercial

Black Twitter Shuts Down New Shea Moisture CommercialWhat is going on with today’s advertisement companies? There is nothing new to companies creating commercials that are politically incorrect. This has been going on for years. So we are not surprised to have another one to hit us.

The internet has hit the roof and apparently Black Twitter is not too happy either. They hated the New Shea Moisture commercial so much that they shut it down. The Shea Moisture commercial showed three different women discussing their hair woes. The first woman was a black woman discussing the problems of dealing with her natural hair, stating how much she “hated her hair”.

Black Twitter Shuts Down New Shea Moisture Commercial

In the New Shea Moisture commercial there were also two Caucasian women speaking about their hair challenges. If that’s what you would call them. However, I found it strange that the two white women never said that they hated their hair. They talked about how they disliked it, but never how much they hated it.

Now in all honesty I was not angry, but I will admit that I began to feel some type of way. The #EverybodyGetsLove campaign ironically placed a black woman telling the world how much she hated her hair. Again there goes media and society on the sly telling black folks how we are suppose to love ourselves and not to accept the skin we are in.

I suppose those behind the PR and marketing of Shea Moisture found nothing wrong with this commercial. Again those walking in a different pair of shoes can’t understand the path and journey that we walk. Because obviously they viewed this as another innocent commercial supposedly embracing our differences. Hmmm I’m not sure if that went over to well.

Shea Moisture was founded in Harlem in 1991 by Liberians Nyema Tubman and Richelieu Dennis (and his mother Mary Dennis), both of whom were refugees to the United States. For years, women of color embraced Shea Moisture for hair products catering to naturally coily and curly hair. The family-owned business — inspired by a grandmother who sold shea butter across the Sierra Leone countryside nearly a century ago — has prided itself on empowering and meeting the needs of women of color.

But like other black hair products Shea Moisture, a part of Sundail Brands LLC (owned by Tubman and Dennis) signed a partnership agreement the private equity firm Bain Capital LLC in September 2015. So now I must ask. Has Shea Mositurizer’s partnership with the white owned firm Bain Capital, white washed the once totally black owned Sundail Brands LLC?

Has the Dennis family lost creative control of the company due to their partnership with Bain Capital?

Though Shea Moisture products were originally created for black women by black women, the company is now touting a message of inclusivity, broadening its reach to include women of all backgrounds and hair types. The New Shea Moisture commercial was an attempt to embrace women who are not black. This has made for a complicated relationship with their loyal followers.

Shea Moisture is fighting backlash on social media after the brand, a black family-owned business with deep ties to the black community, launched a spot that opened with a black woman discussing the difficulties of dealing with her natural hair, but quickly transitioned to two white women — a blonde and a redhead. One said she didn’t “know what to do” with her hair and the other complained about dyeing it. Where’s the challenge?

The intended message was, “Break free from hair hate”, but loyal consumers found the juxtaposition was insensitive.

Black Twitter Shuts Down New Shea Moisture Commercial

The company has apologized and said it’s yanking the ad.
“We really f-ed this one up,” Shea Moisture said in a Facebook post. “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.”
Richelieu Dennis, the company’s founder and CEO, told CNNMoney that women of color continue to be the company’s focus.


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