Wednesday, April 26, 2017

Shea Moisture apologizes after Twitter slammed its ad: ‘We really f-ed this one up’

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The hair care company Shea Moisture apologized Monday after social media backlash over an ad it released last week.

It shows white women, and just one woman of color, talking about hair hate and how Shea is their go-to productprompting cries of whitewashing. The product, founded in Harlem in 1991, has a strong African-American customer base.

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Wow - we really f-ed this one up! Please know that our intent was not, & would never be, to disrespect our community, a candid statement posted to Shea Moisture's Facebook page read.

"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," the post continued.

The video was part of a campaign Shea Moisture announced earlier this month called #BreakTheWalls, in which it rails against stores that relegate its products to designated "ethnic" sections of beauty aisles.

The company had kept its wares out of retail for 16 years because of that sort of discrimination, according to a spokesperson.

An article in Racked published shortly after the launch questioned whether the brand was selling out on its core African-American customer.

Then too, Shea Moisture responded with an article-length apologetic statement, claiming that the narrative shift does not mean the company is abandoning its roots. It also denied that the new campaign amounted to a full rebrand.

"We dont take any of our community for granted and are a certified minority, black-owned, family-held business that has taken pride in serving our community for 25 years when large conglomerates ignored women of color and simply marketed products to them vs. making products for them," the company said at the time.

The CEO of Shea Moisture parent Sun Dial Brands, Richelieu Dennis, doubled down on the damage control in a video interview with the editors of Hello Beautiful.

"I can tell you that's never going to happen," Dennis said in response to concerns the line would lose focus on its black customers.

Yet the latest ad, in which white women outnumber the sole woman of color, compounded the brand's public relations problem.

Monday's apology came after Twitter users had dragged the company for hours over what they saw as the whitewashing of its marketing.

As of Monday afternoon, "Shea Moisture" was the top trending topic in the country on Twitter.

The Associated Press contributed to this report.

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