by
Christina Patrice
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
The sharp shift in marketing is jarring @SheaMoisture. That’s all. — Charles Wade (@akacharleswade) 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:
@SheaMoisture That little girl has a market that caters to her every whim via tv and print. Market to the demographic you serve, thanks. — BASTET (@GiaShakur) February 24, 2015
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?
102 Responses
Because they’re on every ad imaginable. go to Europe and you’ll see. Guess what? They’re on Asian Ads too. – just go travelling in Asia, and you’ll see. Even in this Country, Everywhere. Everyone wants to stand up on the back of blacks, then when they think they’ve arrived – they just kick them to the curb as if they never existed. These people are in the spotlight and is the center of attention at every turn. Give the black people a chance. The saddest thing is it’s done by their own.
I know white and mixed people that use Shea moisture products… I’m not seeing the issue.
Are you serious. This is not racism by any stretch of the imagination. Ferguson is racism. Not getting that MARKETING job because blk ppl cant relate to others is racism. This is discontent . Nobody is barring people from buying shea moisture based on race. Asking for representation of black peoples and poc from a black owned “minority” company (?!) is a necessity right now as stated by another poster(fourth quarter ).
Here’s a question though – why can’t companies sell products to non-black people AND primarily use images of black/brown people to grow the business? Think about it – black/brown people have always bought products where we are not reflected/mentioned/messaged to in the marketing. Companies and society (ourselves included) seem to understand that black & brown people are able look at the purpose and value of a product and decide if we’ll try it.
It seems to me, that the people who are angry about this are not actually being racist towards white people, not really. I think it’s just a bothersome feeling that other brands expand and achieve growth just fine simply by making good products. All races like quality.
But often, the route to expansion for black-focused companies seems to only come on the coattail of this so called “inclusive” path.
I wonder, how might a black-own or black-focused company attract an expanded customer base (to any race) and still reflect imagery of their base? Or more importantly, how many non-black/brown folks feel comfortable/welcomed to purchase a black-centered product without seeing themselves in the marketing? Think about beauty products (particularly hair ones) that you’ve purchased and liked without seeing your likeness portrayed? What made you try them? And based on your answer, could Shea Moisture and others simply use that tactic instead to grow?
Heres a question though – why can’t companies sell products to nonblack people AND primarily use images of black/brown people? Think about it – black/brown people have always bought products where we are not reflected/mentioned/messaged to at all in the marketing.
It seems to me, that the people who are angry about this are not actually being racist towards white people, not really. I think it’s just the bothersome feeling is that other brands expand and achieve growth just fine just by making good products. But often, the route to expansion for black-focused companies seems to only come on the coattail of this path.
I wonder, for those who are not too blinded by anger, how might a black own company attracted an expanded it customers (to any race) and still reflect imagery of their base to do it? Can non-black/brown folks feel comfortable/welcomed to purchase without seeing themselves? Just a question 🙂
Exactly, this is very well written.
I love your comment Ms. Vee. I just wanted to say that.
They make money off of us why can’t we make money off of them.
I know right! So ignorant
Honestly, most of AAs constantly complain of racism and discrimination. I do agree that these sad topics still exist, but some of you overreact to things. It’s not just white people who are racist, anyone can. And racism doesn’t only affect black people, it can affect anyone. What’s so embarrassing and disappointing is that y’all complain 24/7 about racism but some of you think you have the right to do it to other people. So what if that poor sweetheart is on a Shea Moisture advertisement, how is it a threat? Seriously, that’s so ignorant to think that this company is reserved to people of color only, now that’s very racist and shady!
Now listen, let’s say there was a so called “white” hair brand that featured a black child with afro/curly hair. Now imagine everyone saying “why the f_ck is there a black child there, this is a white company, the owners of this company are white why do they chose black people bla bla bla”. Just tell me how would you feel? That’s exactly what you’re doing. Thats like bullying and so unwelcoming, you guys need to grow up and stop whining like brats. ANYONE can be featured, period. You guys react to that picture as if that girl is a living insult, just by being white. White white white black black black, cmon just remove these ridiculous labels and respect each other and love each other. We are all the same, we may look different and have different heritages but at the end of the day we are all the same. This really hurts me and I feel so bad for that girl receiving all that bullsh_it. Just stop it.
Im just so disgusted by some of the comments i see right here. If you keep on carrying your ignorant a** everywhere, girl you aren’t going anywhere. I’m done, I hope I helped, aurevoir.
Girl From Madagascar xx
Racism = power and privilege. Black people cannot be racist toward white people. No person of colour can in a white-dominated heteropatriarchal society that caters to whiteness. People of colour can exhibit prejudice toward white people, but we cannot oppress them and racism is “oppression based on race.”
It’s not racist to want to have spaces that cater to us when we’re largely excluded from the mainstream. All of a sudden natural hair is in and we must include white people or else? When have they ever seen it as a priority to include people of colour without us having to break down the barriers to get into those white-dominated mainstream spaces?
We are not all treated equally and we do not have the same representation or power and privilege in society.
Exclusion doesn’t “go both ways” when a minority that caters to niche markets with products geared toward specific needs cannot exclude a majority that controls much of the hair and beauty industry.
Please educate yourself.
Black people can be bigoted, prejudiced, mean spirited, jealous, hateful and disrespectful toward white people and that is bad enough. I live in a beautiful, free, imperfect country where we have a black president, where my family and relatives have the educations, jobs and security for their families that they have chosen for themselves. Black people are not the only people in this world or even in this country who have faced some type of struggle. Everyone has their own story, their own struggle, their own demons. You can’t tell what is going on in someone’s heart just by looking at the color of their skin. And the heart is what matters, not the skin color.
To see a picture of a little white girl in a funny meme for a product (not even an ad) and get offended is just sad. That person has to look into their own heart and deal with their own issues and not paint the whole world with their bigoted, martyr colored brush. It is 2015, if you work hard enough and its God’s will, you can have any job you want to, or at the very least, a darn good one, but if you go through life with a chip on your shoulder thinking about how everyone is trying to keep you down, you will keep yourself down.
We are ALL created in the image of God. Nobody chose the color of their skin or what background/culture they were gonna come from, God did, so who are you to glory in something you had nothing to do with or to judge someone else for something they had nothing to do with? I just want to take the love of God that He showed for me when He sent His Son to die for me on the Cross and share it with as many others as possible, regardless of life experience or skin color. He loves ALL of us the same and I aspire to do the same thing, regardless of how some one else treats me. Just because someone else has wronged me, doesn’t mean I have to sink to their level. And sinking to their level, doesn’t make me right, it makes me just as wrong as they are. I have had white friends who have been kind, loyal, loving, sacrificial and good to me and black friends who have been back stabbers, jealous, gossips, haters and rude, and VICE VERSA, and Asian, Arab, indian, Jewish and mixed friends who fit into those categories too and I’m sure I have been all of the above to different people at different stages in my life as well! Who am I to sit back and judge someone else’s faults and bad choices and ignorance when I am not perfect myself?. My interracial family and I have been given the stink eye by white people and black peoples alike. Hate comes in all colors and so does love.
In my opinion, people need to stop focusing so much on how they’ve been wronged and their differences and start focusing on who they can love, encourage and help and really get to know and appreciate at a deeper level than skin deep. That’s something worthwhile to educate yourself on. How to love people who might not even deserve it because someone amazing and mighty and powerful and GOOD loves YOU, even when you don’t deserve it. Learn to love and forgive and THAT is what will make you a better person and the world a better place.
Shea Moisture, don’t succumb to the insecurity and the hatred and ignorance. Do your thing, grow your company as you see fit, be inclusive and keep it moving!
Thank you so much for this!
*claps*
Racism DOES NOT necessarily equal power and privilege in my book. It’s the use of race as a decision factor in any decision about another person: whether to like them, whether to hire them, whether to discriminate against them in any fashion.
And please stop the elitist “educate yourself” put-down when someone doesn’t agree with you. Back at you: educate yourself to the fact that people with differing opinions are not necessarily uneducated. Nor, for that matter, should a person have to be educated to hold an opinion. Or are you an “educationist”?
Our business, Uncurly, caters to every race and no race because our product is equally useful to all hair types. At first, we struggled with the question of advertising images but we evolved out of this whole thinking. We sell on the strength of our results. If people don’t want to buy because we use all races in our media, boo hoo. The fact is that most people want value for their money which is a solid, non-racist approach to buying stuff.
Agree
I signed up for these emails to read about ideas for my hair. What is up with all the negativity? I can love myself without hating somebody else. *UNSUBSCRIBE*
Deuces!
It was meant to be funny. It’s not a real ad. You don’t see this on TV or on billboards. Relax!! Shesh!!!
Anything with a company’s logo on it is advertising from pens to tweets.
Black people spend more on hair products than any other race in the USA. There is no need to cater to white people to sell their products. I can’t use most of their hair products anyway because they all contain protein. The only line that doesn’t have protein is the African black soap one but it is pretty harsh so I only use the masque every few months to clarify. Most of the popular type 4 youtube naturals do not use these natural hair lines, they make their own moisturizers.
we only make up 11% of the population how do we spend more than any other race? When I go to the drug store in the hair aisle, 80-90% of the aisle in commercial stores (CVS, Drugmart, bedbath beyond etc..) are white marketed products (pantene, bedhead, etc, and all kinds of gels we don’t use). About 10-15% of the aisle is “ethnic haircare.” That stuff is not marketed to us. And there are way more commercial stores in all neighborhoods throughout the country than privately owned asian wig stores. I have even been to commericial stores that had no black hair products at all in predominately white areas b/c there was no market for whats considered “ethnic haircare” in that area.
please research before making a rebuttal, Black women spend the most on hair it doesnt matter what percentage we make up.
There’s so much information and documentation out there that will answer your question. Emphatically YES, Black women spend much more on our hair than others. Read the links below.
https://bmia.wordpress.com/2010/11/05/how-do-black-people-in-america-spend-507-billion-dollars-annually/
http://www.wbez.org/blogs/britt-julious/2013-07/i-want-put-my-face-108095
http://www.communitysteeple.com/urban-business/137-black-hair-boomin-billion-dollar-industry.html
I don’t see how that particular little girl, with that particular hair type, expands their base. A white girl with curly hair, like those in the Dove “Love Your Curls” campaign would make sense. Those kid’s mothers also worry about dry, tangle prone hair. To me, this is an example of white=generic, supposedly apeals to everybody and black=specific, niche.
The marketing department gets paid big bucks to think these things through.
This is probably the first step of Selling the company to Shea Whitey (in living color), and by posting this ad, they wanted to see what kind of reaction they would receive?!?!
I think people also forget that SheaMoisture isn’t just the hair products that are known for. They, also, offer bath and body products, e.g. bath salts, body wash, lotions, etc.
It’s not about African-Americans it’s about black consumers, whether they are in the US or Mexico or Brazil. None of the tweets even mentioned African-Americans specifically.
Just preach
Now, while I understand that diversity is key in any for profit entity, it must be said that Shea Moisture needs to always be aware of who they’re marketing to and never ever forget their foundation of grassroots supporters, because that kind of mistake (selective amnesia) will cost you. Never bite the hand that feeds you. Also, I just believe that this little girl should have been accompanied by at least several other little girls and or boys of different ethnic groups, allowing Shea Moisture to effectively get their point across, sans the confusion and backlash. I’m thinking of a time when United Colors of Benetton was extremely popular, partly because of all the diversity and vast representation of our beautiful human race, that they always portrayed in their marketing strategy (excluding no one). While I can’t speak for the globe, I’m very intolerant of companies here in the USA who refuse to recognize that American consumers are indeed a melting pot of people from all over this world (and with that knowledge) their company’s advertising, marketing and media coverage needs to reflect that, it’s just that plain and simple. If it don’t make dollars then it don’t make sense. Personally, I want to see more people of all ethnic groups represented in our media coverage (here in the U.S.), period and not just black and white…IMO change is coming way too slow. Now with all of that being said, as a company, I would never want to alienate the source of where the buying power is derived, that would be just plain foolish, to destroy the very source that enabled my company to build from the ground up, so I don’t believe that there was any malicious intent here, but I could be wrong.
People need to stop being so racist. It’s getting embarrassing.
This IS a joke, right?! People are enraged because of this innocent ad with an adorable little girl. You are imposing the same hatred on white people as white people have done for centuries now. As a forward-thinking black woman, I can say that it is that frame of mind that sets us back to when we weren’t allowed to embrace our natural hair textures or even use the same water fountains as white folk. There is nothing wrong with supporting a small business owned by black people, but it is definitely immoral to write off a company that brings cultures and ethnicities together for the mutual benefit of fantastic hair. Say what you will, but I am perfectly okay with SheaMoisture making hair products for everyone. Seriously, sit down.
I have an understanding of both angles:
1) SheaMoisture is black owned. If they (or any black owned company) advertise their products to non-blacks then that means more money into the hands of black pockets. We benefit in that regard. Every other groups will gladly give a black face 5 minutes of shine if it means black consumers will buy their products. So I understand this move on Sheamoisture’s part from a business perspective.
2) On the flip side I understand the deep rooted concern that black women are having with the very idea that once again a space we have carved out for ourselves will be replaced by the image of non-blacks. We see Eurocentric images all day everyday. The last thing we want is to congregate among ourselves with the black businesses we support and see more white faces.
I think we have to find a happy medium and use the same approach that white companies have towards blacks. We can use white images as disposable tokens as they do with us but keep the image of blackness dominant and persistent.
“We can use white images as disposable tokens as they do with us but keep the image of blackness dominant and persistent.”–I think that might be the best solution. You have to cater to your largest consumer base, but there is NOTHING wrong with expanding at the same time.
I was actually put on to Shea Moisture from a white woman on an Amazon message board almost six years ago.Their line has always been inclusive, attempting to accommodate all hair types. It’s one thing to stand up for the minority interest but it’s another to not even know about a company and cause undo tension when none should present. They aren’t dropping minorities like hot potatoes. They are clearly expanding their business and becoming more main stream. I’d be more concerned with the changes in quality, and pricing that came along with that newfound popularity, over their advertising which is why I’ve started using Shea Moisture a bit more sparingly.
Black owned businesses are few annd far between so in order to help my brother’s business I will pay a little more instead of paying it to someone else who more than likely wouldnt buy water from me if he/she was on fire. Shea moisture should be inclusive nobody said it shouldnt but the image of blackness and our skin and hair should be dominate in my opinion and for my dollars. And I love how people are talking about expanding the market but forget there is a word called globalization. Shea from shea trees in Africa(Sofi Tucker) over fifty four countries there hmmm expansion to one or two or how bout Asia. Courting white people like this seems sort of stepnfetchit to me especially since you have them already buying the products without this massive shoutout.
Bye Felicia and bye Shea Moisture. Utterly ridiculous that they feel the need to be inclusive towards whites. Whites are the most crybaby race, whining over things they have no business whining over. I get the whole “they’re expanding their business”, but there’s clearly something deeper here and it’s been massively felt.
I’ll instead switch my business over to BLACK women on Etsy.com who hand make all of their products for a decent price. A simple search brings up hundreds natural hair products made by Black women, for Black women (only).
Get over yourself. It’s okay to support black businesses but you can’t dictate who the business markets to. I WANT black businesses to have the widest market possible. Am a bit salty today but your post makes nonsense
I’ve seen reviews on Amazon & other sites written by white women who use some of “our” products such as Blue magic, WGO, & Hot Six Oil; I’ve also seen them in Target buying Shea Moisture. Why such a big deal so long as SM keeps making great products? Many black women rave about “white” products like Aussie Moist, Garnier Fructis, Pantene ( I used to use Pantene years before the Relaxed & natural line & so did a lot of my friends), Giovanni Direct, Aubrey Organics, & Nexxus because THEY WORKED ON OUR HAIR. SM makes great products & white women with coarse, curly, frizzy hair will often try some of our products IF THEY WORK ON THEIR HAIR. So why get upset ? IT MEANS MORE MONEY INTO THE BLACK COMMUNITY !!!
Speaking to the author of this article, using the word “infamous” means to be well-known for something bad, having a bad quality. I’m assuming you meant “famous,” unless you really did mean to cite that Shea Moisture’s BOGO sales were a bad thing. Sorry it’s just one of those things I see often that I can’t help point out.
the fact that were even discussing this is pathetic.
The people who are complaining do not understand how business works. That is the problem. You are correct! A business cannot continue to market to the same group and stay profitable. Look at companies whose main products were relaxers. When the natural hair movement kicked off those companies took a beating. They stayed with the one demography (relaxer users) and are going broke in the process.
You both seem to think people aren’t economically literature.
If you are a company with an existing customer base of mainly one ethnic group and you are expanding to include another ethnic group, you don’t just ignore the existing customer base. You ensure that both groups are included in your adverts.
I have seen both large companies and small businesses do this. Many make up brands, especially not the cheaper ones, ensure they have one or two non-White models while my hair stylists have put both black and white model’s pictures in their window.
Our people don’t understand business which hurts them.
oh yes, she is too cute, absolutely adorable
What I mean is, Black Twitter talks about it, gets everyone worked up in a tizzy. All publicity is good publicity, I guess. The point is, there’s no way they didn’t think about race before posting this. The outcome is just too predictable.
I’ve only seen shea moisture hair products in the “ethic” section of stores, my target takes it a step further an divides that section into relaxed and natural. Now as for their body products….
Black people are too damn sensitive and I wish yall would shut the hell up already. We are the only race that constantly complains about the littlest things. There are more important things to cry about.
You know when people have said to my face – “you are damn sensitive” they have then abused me or least tried to.
Advertising by any company is an important thing. Every advert that declines to use a Black or other minority group who actually is the main demographic who buys and uses a company products is repeating the stereotype. This stereotype includes the fact that we are invisible and aren’t worth acknowledging as a group.
So long as our black sisters continue to understand the importance of supporting black businesses, and upholding the image of the proud black person, starting with wearing their hair natural and free of wannabe-caucasian-features-madness, we can get somewhere.
Good grief you are an idiot! So once again black women have to do everything. Typical!
M, the struggle of the black woman which your comment implies does not exist in a vacuum. It exists right alongside the struggle of black men, the struggle of the black family, the struggle of black businesses, the struggle of the black community…
Black women’s responsibility to themselves and to the empowerment of their little girls calls for wearing their hair natural, let alone their responsibility to the community (as in, presenting themselves as self aware, self respecting individuals who are comfortable enough in their own self to NOT seek chemicals, heat, other people’s hair, manufactured hair, to hide their own, and/or chemicals to bleach their skin). What amount of mental colonization makes one protest the idea of wearing themselves as they are as a chore?
Don’t get me wrong. I understand that we are all a product of a thoroughly effective mind colonization machine that runs across the globe. So I say all this not to point the finger for fault finding, but to highlight the issues and where responsibility lies for fixing them. ‘Cause seriously, you can’t wait for white people to start telling you to wear your natural hair before you do so, and you can’t wait for anyone else to give you permission to be yourself before you’ll start wearing the hair you were born with.
Productive action toward a resolution of the struggles aforementioned means becoming aware of basic stuff, and acting on the awareness. For example, the relationship between the community’s self sufficiency and where we spend our dollars. Supporting black owned businesses should come as naturally to us as supporting chinese businesses comes to chinese folks. It really is that simple. Spending our dollars everywhere other than black businesses, and then turning around and asking other folks to integrate us in their plans for themselves is abdicating our responsibility to ourselves and putting ourselves at the whim of those other folks.
There is a note of exasperated fatigue in your comment, which I understand. It’s a non stop job to be a reponsible black person. (Really it’s a non stop job to be a person of any community, but as Carter G. Woodson says in “The Miseducation of the Negro” in reference to education: if the white man will have his educational system that does not measure up, let him have it. But the Negro should carry a program of his own)
Here’s what to contextualise this ‘fatigue’ with, though: generations of black people since the 1400’s have been constantly struggling against the European’sprofit motivated racial subjugation machine. Generations of black men and women up until today continue to dedicate their lifetime, their sweat and toil, sometimes even losing their life, for the freedom of black people.
It is self delusion to think that because you don’t see shackles on your hands and feet, you have arrived, and that therefore you get the “luxury” of not playing your part for YOURSELF and for the community by not wearing yourself proudly from hair to toe, or seeing patronage of your neighborhood black business as a chore. Given that the struggle of the black woman you allude to is one and the same with the other struggles of the black community, let’s all walk together. No amount of name calling changes the fact of what we must do, nor the unity with which we must act.
Now, notice my comment didn’t say anything about the conduct of Shea Moisture. To me, what’s important is what I’ve stated earlier and explained further in this post. That said, I think it’s a healthy thing for the community it serves- black women- to have a frank conversation with Shea Moisture about the action it took and how they feel about it. I don’t care if you like or don’t like what Shea Moisture did. I just care that this forum exemplifies what should happen in all healthy relationships (a community is a relationship in and of itself)- that is dialogue. Again, as long as black women wear their hair natural and continue to support black businesses…
monitano.com. By the way, I’m on youtube too, as Moni Tano.
Uhm…so basically you’re saying ALL black women should wear their hair in their natural state? If a person has straightened/chemically treated hair, they’re ashamed of being black? Come on people…really? Both are beautiful and people should feel free to do whatever they want with THEIR HAIR without being judged or looked down upon. Come on now, dont turn natural hair into a sectarian “organization” it’s just a choice xoxo
Hi MalagasyGirl! Wearing your hair natural is not a choice. Just like breathing is not a choice. Only through a thoroughly effective program of mental as well as outward slavery/colonization have black women come to see wearing their hair natural as an abomination. It is great that so many black women are now coming around to appreciating their hair again.
But let’s not fool ourselves. It is not a choice. Rather, viewing ‘non-natural’ hair styling (consisting of everything BUT our own hair: from fake hair to other people’s hair, to chemical straighteners/texturizers, to heat straightening/ heat training, and on with whatever other creative ways have emerged) as a “choice” really just is an internalization of the effects of racialized colonialism and slavery as natural ways to “express” one’s aesthetic preferences. It is not so.
Ngugi Wa Thiongo, Kikuyu (from modern day Kenya) author, visionary, and decolonization example puts it best. In his book Wizard of the Crow, he calls it Whiteache: a disease which causes black people to run away from the black body, to the extent of using dead people’s hair to hide the beautiful kinky hair.
By the way, Ngugi was named by Amnesty International a prisoner of war, following his being emprisoned for being an integral part of a local community center which offered theater performances by and for the community, in the local language, addressing the struggles of the population in neo colonial Kenya.
The cultural war against the image of Africa, against African languages, against the freedom of black men in America, against the true independence of African countries, has everything to do with the perceived “choice” of what weave or hair straightener you should use today.
I mention Ngugi in a couple of the videos on my youtube channel Moni Tano. You may or may not agree with the content. But we definitely need to do better for ourselves as a community than pay lip service to the likes of Malcom X and Martin Luther King, Lumumba and Thomas Sankara, just to slip into a comfortable state of complacency that blinds us from examining the true circumstances surrounding our “integrated” lives.
Excellent post! Quoting Ngugi and everything!
Not only is their oblivious marketing strategy offensive, but it’s plain odd as well. I don’t understand why Shea Moisture would even try to target White women, a lot of whom usually remark how heavy the SH lines are on their hair. I know this isn’t true for all White women (and that SH sells more than just hair care products), it’s just based on the numerous accounts I’ve read online.
It makes sense for companies like DevaCurl to appeal to a broad market, but Shea Moisture’s heavier, oilier products would usually fair better for people of color with kinkier, dryer textures.
Maybe the folks at Shea Moisture aren’t looking to jump ship (a ship we as Black people have helped keep afloat) and the photo is really just that, a photo. I doubt it, but I hope they remain loyal to their key demographic.
Shea Moisture also make skin care (adult & baby) products so even those who won’t use their hair products might love them on their body. The body stuff is pretty amazing!
Yes, I know! Their African Black Soap bar and and Raw Shea Butter for skin in particular are fantastic. 🙂 Makes my skin feel like buuuuuutterrrrrrr
My thing is that I know MANY white people who use SM products. Why? Because their hair is thick and curly! That’s it.
Seriously (even though this little one is as cute as a button) if the little girl they used had was white but had thicker, curlier hair, it would’ve still ruffled feathers but it would’ve made more sense! She would look like a girl who could benefit from Shea Moisture products.
And yes, yes SM likes to say that their product lines suit everyone, but most detractors from the brand (black, white and everything in between) state that most things in most lines are waaaaay too heavy to use….so why sit here and think we’ll be fooled by a little girl with very fine-looking hair? It’s just….bad advertising.
I’m also gonna agree about their skin care line. Have you tried their scrubs? AMAZING!!!!
Good point! That poor little girl would have, like, two strands of hair left if it were slathered in SM. If you’re going to use a White person, focus on their hair. They’d better have some angry unruly curls. Otherwise SM (where the heck did I get “SH” from?) is getting a serious dose of side-eyeing.
And no I haven’t tried their scrubs yet! They’re on my list to pick up next!
Petty….I work in an area that is 99.9% white and saw shea moisture product sitting on one of the clericals desk and yes …she’s is white. Their products are crossing over…it’b business sonny..not personal
I’m not understanding why this is a big deal. African American are not the only ones with thick curly hair. So why is it a problem that they are using a white child on there add? Is it because the person is white? Should it be a problem if the child was Mexican? Or even Brazilian?
The kid in the picture doesn’t have thick curly hair
This is just so ridiculous–complaints about relaxer/white companies marketing to naturals because they don’t really love us in their heart of hearts; complaints about black-owned brands trying to expand their customer base (btw, if you call yourself supporting black business while opposing their attempts to expand market share you’re doing it wrong)–look, you are not in a fiduciary relationship with the people who make your hair products. They make a product which they hope you’ll buy, you give them money in the hopes that the products work well for you. If you’ve been a loyal customer and the products are still good, both sides have fulfilled their end of the bargain. The idea that we are being betrayed whenever a company tries to expand its customer base (or even just use a random pic that happens to be of a white girl, as it doesn’t really look like this is part of a concerted marketing campaign to attract white customers) is just–I can’t think of a word strong enough, ridiculous does not even cut it.
Not sure if anyone else has noticed, but I’ve seen Shea Moisture use white models in ads they’ve posted on their facebook page. I don’t necessarily think they’re trying to “crossover” to create a more racially inclusive market, but one thing I do know is that there are already quite a few white people who use Shea Moisture for hair and for body. Not sure what to say about this, though.
Carol’s Daughter did it. Why not Shea Moisture? They need to know I’ll go back to my Qhemet Biologics if I have to. Does anyone notice that Shea Moisture products are often not in the “black” hair section. Shea Moisture, probably THE best hair product that is widely sold in retail stores, isn’t even labeled as “for” black hair, although we all know it is. Sometimes I read reviews on Amazon from white people crying about how Shea Moisture doesn’t work on their limp straight hair…. If Shea Moisture wants to be greedy and isolate its original base, then let them lose that original base and crumble. There are plenty of black-owned and black-focused hair companies that I can give my money to. I need products that work for my afro. The only product that I’ve found to truly work on all hair types is WEN cleansing conditioner, but even then, some conditioner formulas are better for dry, thick hair (i.e the fig, pomegranate, and 613). Even with the lovely WEN, I still need a styling cream, and sealant that is MADE for afro hair (for which I’m currently using two Shea Moisture products for the former and latter). Shea Moisture better recognize.
The next time SM uses a child in their advertising, they should hire the beautiful Miss Riley Elle. If you’ve never heard of her, she’s one of the young curlies in the McDonald’s/Cuties t.v. commercial. rileyelle.tumblr.com
There’s no way SM’s social media person is this oblivious. I mean, the backlash was almost unbelievably predictable.They did this on purpose to get free publicity from Black Twitter.
I’m not sure this is a good way to have publicity from the merciless Black Twitter..
this is sensationalism at its best.
My view may be controversial but I’ll say it anyway. Black hair is very different from the hair of other races and thus has its own specific needs which may be lacking in the hair-care products used by other races. I don’t feel offended by the picture, especially if it was just a harmless meme, but I do feel concerned about what it could cause. It’s not a new thing for black-owned hair-care companies to shift their focus from blacks to other races and, in the process, alter the ingredients used. I don’t want SheaMoisture to pull a ‘Carol’s Daughter’ on us. If they can sell to all races without altering the formula or ingredients of their products then fine and good. My main focus is that the products should continue to work for black hair no matter what SheaMoisture does. They can sell to all races and demographics but they shouldn’t abandon the people that they started with.
SheaMoisture is on the path of Carol Daughter only a matter of time…if people think they are still black owned with that advertising…well oh well
Unfortunately marketing indicates the way a company wants to go. Larger brands e.g. Dove often include people of colour as they want everyone to buy their products. Smaller brands obviously miss this trick.
agreed.. shea moisture is just that shea…moisture meant to put the moisture back and seal in our hair that so desperately needs it where as white people are the opposite even the thick curly haired ones. so they would not be able to accompany all races because we all have very different needs.
I justdon’t get why successful companies owned by minorities are so quick to crossover. Meanwhile Loreal and Maybelline still selling the same two coffe and caramel shades w the token black model. Puzzles the hell out of me.
Thats how you make the beacoup cash…you expand into a market with more consumers . White people in America make up a big chunk of the u.s. population, while blacks occupy about 13%. As a business man, you want more people in the market with your products. For black people, that means expanding…meanwhile, whites don’t need to because they already appeal to the masses and blacks will still by and support businesses that make no effort to include them. But I get what you are saying… I love SM and I want them to become a big popular brand, but I mostly want them to stay loyal to the loyal customers who supported them through their growth. Because at the end of the day, the only reason I support black own business is the hopes that the whole community gets access to opportunities that was once excluded from us (assuming they will use their newly gained power to advance the community’s needs).
Black people generate multiple billion dollars a year in beauty. They have been doing fine they have free promotions from natural hair vloggers on youtube. Bottom line is many black own companies feel like they haven’t made it until’ they have an open market for all. Carol Daughter once was black owned and eventually marketed to all races and now the company is bought out by I believe Loreal. I love Shea Moisture way before the hype but there is too much competition out there for them to start this bs. But I’ve seen it a while ago on their website that they clearly state they market to all races so I’m really not that surprise. If they see a decline in revenue they will know what it is. Never bite the hand that feeds you. The natural hair movement up their cash flow tremendously.
This is a cute little girl.
I personally think that the backlash caused by something as insignificant as the child’s ethnicity is a bit alarming. 0_o
Why?
If SM didn’t want a backlash they would have found a child with brown hair, brown eyes and clearly curly hair. That’s what marketers do when they want to appeal to all demographics.
I’ll still be buying there products. Just like that one lady said. They could have put a picture of a dog there and I’d still buy it.
wow
I live in the UK so I probably won’t see the advertising that Shea Moisture produce on mass like the US. On an individual/business level, well done for expanding, taking advantage of a wider audience and bringing in the money. They should be applauded for their work ethic and achievement as it’s something we as black people don’t do enough of (supporting). However, in terms of the black (natural hair) community as a whole, this is probably one of the steps in the elimination of our contribution.
The problem isn’t with there being a white child as part of marketing, heck it’s not even with the product itself being marketed to a wider audience. That would be foolish and counter-productive as we are the “ethnic minorities”, we simply do not have the numbers alone to bring in the kind of money that major hair care companies do. The problem is what could happen based on history. A big company comes in (not owned by the black community) and we suddenly start seeing less of the people who the product was taken up by, advertised for free & supported by in the early stages. Soon natural hair is another thing added to the list of columbused ideas along with many genres of music, parts of fashion, art food etc. It’s already happening, just look at the dove curly hair commercial which features no one of a kinkier hair texture. We’re not marketable to these big companies so we’re erased. Include don’t exclude your own.
So many times the same issues comes up. We are looking at all of these issues on their own and not realising they’re tied together. I’ve seen comments about this saying black people need to be worrying about education, crime etc. instead of hair products in relation to this uproar. Fair enough but everything is connected. All of those things mentioned have one thing in common and that is power. That power has never been and by the looks of things will never be with the black community. How do you get power? Money & connections. Do we have that? Yes at an individual level but do we ever share that amongst ourselves to try and build our own system OUTSIDE of the already corrupted one? Not a chance. I don’t know a lot in terms of economics and such, but surely there has to be a long term plan for our survival outside of the short terms goals of success on individual level? Where was the wealthy self made black business people to jump into this clearly popular venture and give it a boost? Or asking for donations from the natural hair community to support more advertising. It takes longer but suddenly we could have a platform. Imagine if everyone was doing this? Suddenly we’re reputable businesses globally who can support multiple black politicians and media two of the most powerful forms of expression. Of course this is a lot more complicated but we’re always so quick to look to and trust others who have consistently used and abused us and never trust each other. That is our biggest failure.
I’ve gone off track & repeated a lot but the point is we have to stop looking at these things at face value and realise they are all connected. We will never control anything if we can’t make decisions collectively that upset a few people along the way. Keep those who came late as supporters and customers and those who started as owners. Again I reaffirm this is not an attack on the inclusion of others but the consistent exclusion of us for the profit of those others.
Maybe I’m just naive but I’m hearing the same thing and nothing different has been done. We have something great here, please do not let it become something else that we have lost.
Quickly back to the product, those who do like SM shouldn’t be petty and start saying I’m boycotting IMO because all that happens is the company goes bust and even more distrust grows between us. It helps nothing in the long term.
I believe you made an excellent comment especially bringing economics into it. First, the Natural Hair Movement is a game changer, economically and culturally, because one, Black women, not only in the US, but all around the world: Brazil, Dominican Republic, Jamaica, French Guyana, South Africa, Nigeria, Kenya, France, UK, Sweden, Australia, even in Japan, are returning to their Natural Hair, and have built a space/platform (which I am working to build globally to connect everyone) and many those in the movement have become successful entrepreneurs, whether they are bloggers, vloggers, started making products from their kitchen and now have them in mainstream stores like Sally’s and Target (Alikay Naturals for example) and this is HUGE. This movement has connected Black women across economic, linguistic, class, and religious lines.
Economically, this has enabled Black women (and men) a new opportunity to start their own business, utilize social media, and gain support online without having to jump through hoops to get bank loans and dig themselves into debt. I believe a lot of Naturals are angry by this picture (I find it troubling as well) because Naturals have provided FREE advertisement, advocate, promote, and been there at the beginning for Shea Moisture. I understand they sell more than hair products, but if they wanted to “expand their base” they can expand it to the Black Diaspora, countries that I mentioned, of Naturals who don’t have ACCESS or cannot afford the shipping cost, but would love to buy Shea Moisture in their countries. I live in Israel, and they don’t ship internationally. In Amazon the shipping cost are outrageous!!
There are more Naturals and Black women living outside the US who would LOVE to have Shea Moisture products. Naturals are not just in the US (I know this because I am doing research on the Natural Hair Community and I interview Naturals outside the US) that are inspired by the US Natural Hair Community and want the same things we have–Natural Hair Products!!! Which are primarily found in the US, UK, various parts of the Netherlands, France, Sweden, South Africa, and Jamaica.
So if Shea Moisture wanted to expand its market, they need to go INTERNATIONAL. From an economic standpoint, the Natural Hair Global Community is sufficient and big enough for them to be profitable if they expanded there products worldwide.
As for the image of the cute Caucasian child, I can understand they want other ethnicities to know that they too can use the product, but given the momentum of this movement they should feature more Black children. Its sad that at a young age Black girls see perm boxes of smiling Black girls with unrealistic straight hair. The most important customer/reader in this movement is Black mothers, because they are examples to their daughters how to love and maintain their Natural Hair, so if Black mothers see a cute and Black child with healthy Natural hair they probably would be more inspired to learn how to style their daughters hair.
I will finish with this: white women already have a platform, globally built by their men, for the first time, Black women around the world have manage to build their own space/pedestal, so I think Shea Moisture and other Natural Hair companies should carefully recognize who their base is because its built by Black Women (African American people account for over 1 trillion dollar buying power, and its mostly by African American Women!)).
Too long I know, just wanted to share my couple of cents!
You said it better than i was going to say it. I love SM products, i have been using them for some years now and i’m from the UK. I am disappointed by the advertisement as the kind of image they have used i honestly do not think is a very healthy one for our impressionable little girls and boys.
Two words: carols daughter.
The Internet Outrage Machine strikes again.
This was a gross overreaction.
I’m almost close to renaming TeamNatural the KinkMafia, always picking on somebody smh. How could the same community who appreciated a business for catering to their hair needs turn around and scrutinize who they make their products appealing to? Are they implying that SheaMoisture now needs to pull a Michael Kors and not make their products appealing to all? #TooSensitive
No. No. No. I don’t buy it. How can they possibly think that posting a blonde little girl would be largely received well? I just don’t know why a Black owned company would basically claim “ignorance” ……oh, we just saw a picture of a cute little girl who happened to be white….we didn’t realize…….blah blah blah!!! I’m not saying that they should not have posted the pic, but they shouldn’t act like they don’t understand the racial aspect of it.
#truth, I guess I need to invest DYI cause these companies are not here for us
Even so, the point being made is…what is it to us how they conduct their business? Who are we to tell SheaMoisture how to make their money? There is no racial aspect to it, they did nothing wrong. People need to simply get a life. It’s never personal, it’s just business.
I find this ridiculous. Not just for the fact that people are in an uproar over a picture but for the simple fact that Shea Moisture sells more than just hair care products (which can be used by anyone, of any race). They also sell skincare products and an entire children’s line, both of which are not limited to the “ethnic” section in stores like Target and Walmart. Seems like people are looking for reasons to be offended.
Exactly!!!!, not to mention…it makes business sense to widen your audience. Their in business to make money, just like everyone else.
I still think its sad that black companies do this. Because mainstream ( white) companies do not. For example, I know many sisters who love herbal essances products and they do not use black women and their advertising. Doesnt stop us from buying it though, It should be the same for whites. They are free to use Shea moisture but do they really have to cater to them above their main consumer base? No! but we always fall victim to this. Example Carols daughter, I used to love it, but when she started focusing on the mainstream ( read white) consumers she changed her formulas to work for them and the products became ineffective. No one I know still buys Carols daughter and its a shame that she sold out the very people who made her product hot.
So what they are telling me is that they couldn’t find a black little girl with a puzzled look on her face and then take the picture with their celphone?! I don’t buy the product anyways (it doesn’t agree with my hair), but I really don’t buy the reasoning.
They weren’t looking for an picture, they came across and and basically made a meme with it because of the little girls expression.
I think its a ridiculously trivial issue, IMHO. Shea Moisture isn’t exclusive to Black, natural hair. If it works for hair that is naturally straight (i.e. White people’s hair), then why not use a little White girl in their ad? I wonder if people would have been as outraged if Shea Moisture used a Hispanic or Native American child in their ad? We have bigger things to get upset about than seeing a White girl in a hair ad….
No. People probably wouldn’t have been outraged to see a Hispanic or Native American child in their ad. Probably because their people probably have as little representation in the beauty industry as we do compared to the vastly white majority (probably even less, if we’re going to talk about Native Americans).
The point isn’t that people are banning white people from or outraged at white people for using SM products (they’ve been using them for years. SM has good products that can be used by everyone), but that SM itself is “selling out” by playing up to a population that all ready has a WIDE amount of representation within the beauty industry.
SM products aren’t just “for us”, but for a long time they DID take good care to boldly represent us (especially when others wouldn’t)….which is probably why this shook more than a few people.
It is true Shea Moisture isn’t exclusive to Black natural hair. But let’s be honest one second with products compose with Shea Butter or JBCO you must admit that their core target is the curly, kinky, coily community. I believe when a community is responsible for your growth and success you have to pay tribute to it and respect it.
I lived in France where theaters refused to broadcast “Best man 2” because the casting was entirely african-american and so “not représentative” enough of the viewers. So we black have to deal with all kind of movies, ads etc where the casting is all white but when it comes to products where we are clearly identified as the MAIN target they still promote a white kid. I don’t find it right. It seems like a “small thing” but it says a lot about black représentation in médias, ad, about promotion of black beauty, about how some notorious brands don’t like to get associated with black people even they know that we are consumers. Believe me it’s not that trivial…
Spoken like someone who really just doesn’t get it. It’s just another case of a company building their brand on the hard earned dollars of black women only to abandon us when they get a little bit of media shine, as if our dollars aren’t just as green or just as almighty. Carol’s Daughter did the same thing and look what happened …bankruptcy. If you don’t “get” why people are upset then you are just being willfully ignorant.
And you sound pathetic. “Abandon ndon us”. Why the hell do we need coddling. Please!!! I have my self esteem and worth with or without ‘corporate sponsorship”. I say this for our own good. We need to grow out of this childishness
Carols Daughter, same argument…that is all