Shea Moisture usually trends on social media because of their infamous BOGO Free sales that cycle through stores like CVS, Walgreens, Target, and Ulta. This time around, the brand has come under the scrutiny of “Black Twitter”, the social media machine.
On February 23rd, Shea Moisture posted this photo and caption to their Twitter account only:
“We have a problem…” @SheaMoisture via Twitter
Shea Moisture’s social media management has since removed the photo, but the response outrage still remains:
#SheaMoisture Don’t exclude the black child .White companies lost business behind these kind of marketing campaigns.
— WynetteWoah (@AlittleSapphire) February 23, 2015
I get why ppl are getting testy with Shea Moisture tho. Its not like brands who BW have supported havent turned their backs on us before.
— DarkSkintDostoyevsky (@daniecal) February 23, 2015
In response to the uproar, Shea Moisture released this statement via Twitter this morning:
We came across an image of a little girl with a puzzled expression that we imagine our #SheaFamily has when they run out of product, so we shared it with you. No ad. No agenda. As a certified minority-owned business, we are so proud of our heritage, our community and how far we’ve come — from a village market in Sierra Leone, to the streets of Harlem, to retailers throughout the U.S. With your support, we’ve been able to bring change, diversity and variety to retail. We hope you continue to join us in celebrating how the versatility of our products can help people everywhere.
Some followers were a little more forgiving, supporting the brand’s decision to expand their marketing base: “Post whatever you want. Increase your market share. Most of us get it and wouldn’t ever dare question GROWTH.”
Idgaf if Shea Moisture use dogs in their ads, I’ll go right to Petco and buy my curl smoothie. Ch… — Three. Six. (@ImJustCeej) February 23, 2015
Yes, shea moisture is a historically black company but they cater to ALL hair needs. If you’re mad they’re being all inclusive, have a seat.
— Motolani. (@YesOrMo) February 24, 2015
Y’all don’t have to explain anything. Your product works for all races and works well. Post what you want. It’s okay. @SheaMoisture
— CLJB (@CLJB) February 23, 2015
Meanwhile others still forged ahead with an alternate perspective:
Shea Moisture’s products have been a pillar in the natural hair community, with many citing their effectiveness on our uniquely textured hair. The brand’s decision to select Janell Stewart (Kinky Curly Coily Me) and Jessica Lewis (Mahogany Curls) as their brand ambassadors comforted many naturalistas, as it re-affirmed Shea Moisture’s values and primary market. Most importantly, it demonstrated that they were paying attention during the whole Carol’s Daughter debacle. Their posts on Twitter represent a stark contrast to the aforementioned. It is worth mentioning that the ads are essentially focused wholly on Twitter, and are largely absent from Facebook and Instagram.
Have you seen the Shea Moisture ads on Twitter recently? How do you feel about the new dynamics of their Twitter marketing?