Featured, Pop Culture, Race & Politics, Theory & Essay

An Explainer for Folks (Dudes) Who STILL Don’t Understand The Shea Moisture Ad Uproar

Supreme. Jordans. Build-a-body IG models who advertise that paste-on bra every 5 minutes. Defending Nate Parker. The Decision. These are just a sampling of things dudes go ballistic over, when in the grand scheme of things, they don’t really matter. So why come these same ninjas act like they don’t understand why the hell Shea Moisture—the former black hair care brand– was blowing up on black girl social media for hours the other day?

Given the intelligence of the VSB community, I’m sure none of y’all are hopping on the mansplaining bandwagon. But in case there are some strays who didn’t get the memo that we’re piping down on the condescension in 2017, I’d like to lay it out for the critical mass of mansplainers I came across who are confused as to why the brand’s erasure of kinky-haired, brown-skinned black women in its latest advertising campaign caused such an uproar.

So speaking of The Decision, imagine you’re a lil black boy growing up in Cleveland in the early 2000s. Basketball is your favorite sport, but like every other pro team in the city, it sucks balls. The highest profile member of the 2002 Cavaliers is Carlos Boozer, and you’re sitting on a 17-65 record. There are other important things going on in the world and in your city, but basketball is a part of your identity. So it matters to you. You have intense debates with your homies about the best players in the NBA. Y’all share stories about how you respect Jordan but hate him because of how he did your team. Your best friends came through your rec league. When other cities celebrate a championship win, you envy their sense of unity and universal elation, however brief, that you never get to experience. Everyone shits on Cleveland. Not just the sports teams, but everything about it. You, and your city, are the underdog. But you’re scrappy and undeterred.  And you wouldn’t leave, even if you could.

Miraculously, in a matter of months, your city’s luck changes. The Cavs have the number one pick in the draft and you choose a phenom who is heralded as the Cavs’ savior. The first season isn’t perfect, but it’s a marked improvement. And there are signs it’s just going to get better, especially since your franchise player has promised his commitment. He’s a hometown hero. He’s in it, or so it seems, for the long haul. For the first time in a decade, it looks like you might just win the whole thing. But then you don’t. And after you’ve invested energy, season passes, and loyalty to that franchise player he’s just like, nawl, I’m taking my talents to South Beach. He’s going to a shinier, newer city. Yeah you know it’s a free market, and yeah he’s gotta get paid, and yeah he wants to cement his legacy. But yo ass was loyal, and he’s stepping into the limelight to proclaim his affinity for another team despite his purported commitment to continuing to lift the Cavs, and subsequently your city, up. And worst of all, he expressed his change of heart in a supremely shitty, bad enough to burn his jersey and piss on the ashes kinda way.

This is what Shea Moisture’s latest advertising campaign feels like for us. It’s the Decision for kinky-haired black chicks.

The analogy does have its limits. Shea Moisture isn’t necessarily going to stop servicing its black female customers adequately, though there are rumors that some of its products have indeed changed formulas. Yeah, we know Shea Moisture–particularly with its relatively recent investment by Bain Capital—is a business and wants to thrive in this capitalist world.

But, like LeBron repping for Cleveland and raising it up when few other athletes did so successfully, it’s not just about the money. It’s also about representation. Whether it’s something as inane as basketball or protein strands coming out of one’s head, representation matters. And anyone with a modicum of knowledge about black culture knows that black hair is also political, particularly for black women.

Shea Moisture, as a product, has used ingredients specifically formulated for black chicks’ unique hair challenges. But the hair care company, like LeBron and his relationship with Cleveland, didn’t just offer a service. It became a part of our culture. It eased the process of us getting to know, and being proud of, our hair as underdogs in a world that centers whiteness and white beauty. And Shea Moisture unapologetically represented for black women. It was created by black people for black people. And it did its job well. For years, it’s been the franchise player. So suddenly having advertising that now centers white people, a group that doesn’t need any more gatdamn wins–the South Beaches of the world who already have sexy beaches, sunny skies, and King of Diamonds–was utterly and embarrassingly, well, tone-deaf.

Shea Moisture can focus on their bottom line all they want, but it doesn’t mean black chicks’ reactions to their Decision are any less reasonable than dudes who are still crying about LeBron’s damn near a decade later.

Malaika Jabali

Malaika Jabali is a writer and activist who received her M.S. and J.D. from Columbia University. She is too busy doing real social justice work to bloviate on TV every day about imaginary right-wing shit, to the chagrin of dudes who head up the Ain't-Shit Ninja Committee and vomit out grape emojis on Ciara's IG instead of doing any heavy lifting. Malaika is also the Co-Chair of Operation POWER, a Brooklyn-based political organization bringing black, radical politics to NYC. One day she will be less angry. Today is not the day. But she does smile sometimes on her instagram via @missjabali.

  • MsCee

    Cues Etta James “At Last”

    • cyanic

      Equivalent to the martins being suffocated in Total Recall.

  • OweMeOne Kenobi

    And then they had the nerve to retweet and thank Tareeq, King of all things hotep and headass. If that’s not an openly hostile declaration of “fuck yo couch” to Black Women, I don’t know what is.

    • miss t-lee

      LISTEN.

    • I didn’t even know who dude was, but as soon as I saw it was a man, I was like here they go.

    • Glo

      He said something a while back about how “any woman with 3 or more visible tattoos is automatically a hoe,” and that’s really all I need to know about him.

      • CheGueverraWitBlingOn

        Wow. Thanks for saving me the trouble of having to figure out anything about him.

    • Wizznilliam

      Mannn.. Y’all got me rolling today.

    • CheGueverraWitBlingOn

      HOnestly, I don’t know who this dude is other than people calling him out as being ‘hotep’.

  • miss t-lee

    I love it. Break it down for em sis.

    • They should have put a Jenner in that ad.

      • Zil Nabu

        So the nuclear option.

        • I mean having the two white women in the ad was akin to using mustard gas.

          • Rewind4ThatBehind

            Either way someone was getting the stink face

          • Reemo

            “You know there a sister in that room who warned them and got ignored.”

            I’m not so sure of that based on the LinkedIn profiles of their marketing and branding people

            • There had to be at least one.

            • miss t-lee

              Exactly. I’m definitely sure wasn’t none of us up in there.

      • AKA The Sauce

        LOL

      • miss t-lee

        Oh Wu, you just wanna see the world burn.

  • Val

    Bain Capital? Welp, that explains it. Last I heard they were known for buying perfectly good businesses and then putting them out of business. I guess this Shea Moisture commercial debacle is just part of their evil plan.

    • Gibbous

      Isn’t that Mitt Romney’s old gang?

      • Val

        Yep.

      • miss t-lee

        yes.

    • Glo

      Yeah, I learned about their connection to Bain this morning, and suddenly everything made sense.

  • Gibbous

    If you don’t get it, it’s because you don’t want to.

    • Charles Johnson

      i don’t know why people go on social media, it’s like being on a bus with your friend and everybody else is talking loudly on their cell phone or playing music without head phones. In the words of the urban philosopher DMX: Stop. Drop. Shut em down… arf arf!

  • AKA The Sauce

    i’M OFFENDED….I actually understand the issue….heck I had to explain it to my Gf last night. We men get a bad rap…smh

    • Val

      Awww.

      • AKA The Sauce

        Yea…I was disappointed in her. Talking about “You know how hard it is to find a product I like…so what”

    • theaythmonth

      You (and Damon, since he wrote a piece on this topic) might be the exception. I’m glad you understand…appreciate the support, my friend!

      • I’m disappointed considering I use their products in my beard. #naturalwife #thrivingbeard

        • theaythmonth

          Ayyyyyye I see you!

        • AKA The Sauce

          I do as well…but I won’t

      • AKA The Sauce

        It’s hypocritical but whatever…people get on to men about taking a stand but….nevermind. I’m not starting a war today

        • theaythmonth

          Maybe it’s because only women were used in that ad, that they think men wouldn’t understand.

          • AKA The Sauce

            We not as dumb as many think we are.

            • theaythmonth

              I know you’re not ?

          • Jennifer

            I think there was one man in the ad…but, he was included in that “blink and you’ll miss it” cavalcade of squares at the end. I’m not surprised you didn’t catch it.

        • Spicy Kas

          Burn this muggafugga down

          • AKA The Sauce

            I may have too because the inconsistency is starting to annoy me. You can’t pick and choose who’s right because you like a product. If that’s I don’t have to acknowledge Joe Budden or Pepsi’s missteps just because I like their products. Not how this works people. Find another product or stop the fake activism.

            • La Bandita

              Agree, also you can actual get shea butter anywhere. In whole foods, at GNC and mix it up by taking a pic of the ingredients on the brand and using it. I am personally surprised how healthy and organic black hair care is. And every time companies try to add chemicals to stretch the ingredients the brand stops working.

      • CheGueverraWitBlingOn

        Nah…they aren’t any exception. Every single black male I know is aware of why this is an affront (as is likely just about every VSB here). I kinda can’t help rolling my eyes sometimes at how the backwards ignorance of twittering, teenage lil yachty fans and crusty fauxteps becomes the throbbing pulse of what black men think.

    • Wise Old Owl

      Never fails, some how Shea Moisture’s decision to employ white female models in their advertisement is yet another reason to shame, shade, bash and or blame Black Men on VSB…I guess it is also our fault Jesse Williams is getting divorced and Prison Bae Jeremy Meeks was kicked out of England…Although, we will take credit for the Fat Boys breaking up…

      • AKA The Sauce

        I don’t normally agree with you but this ??

        • “M”

          “Never fails, some how Shea Moisture’s decision to employ white female models in their advertisement is yet another reason to shame, shade, bash and or blame Black Men on VSB…”

          No.

          This is not about him or dudes like him …

          … unless they are bound and determined to refuse to get WHY it’s not.

          Which turns it into just another one of his textbook whines.

        • La Bandita

          You guys at VSB knnnnnnoooooooow you’re different.

      • cyanic

        Some black brothers are being vocally insensitive to black female outrage on the matter. Nobody blames black men for the choice this company made to chase white dollars.

        • Wise Old Owl

          And didn’t you notice the writer, a Black Woman, throw shade at Brothers and dismissed their outrage over issues or events that matter to them…for example, the Decision was deeper than LeBron, it was also about Black Athletes, Free Agency, control of the Black Male body, and racist white fans who turn their hatred and outrage on Black Athletes, who don’t stay in their “place.” My wife is natural and we both use their products, however, we plan to no longer buy their products…lastly, a few asleep black males on the internet, do not speak for all Brothers, just as a few black female bloggers don’t speak for all Sisters…

          • Madam CJ_Skywalker

            I’m not sure I saw where she dismissed the outrage of certain BM about The Decision. Didn’t she use that to draw similarities to why BW are also disappointed in Shea’s Decision?

            • AKA The Sauce

              seriously? How did y’all not see it?

              • Wise Old Owl

                You notice I didn’t reply…

          • cyanic

            The Decision was definitely a white supremacist moment. The fallout was peak anti-blackness. LeBron was literally a runaway slave.

            • Madam CJ_Skywalker

              LMAO

            • Wise Old Owl

              That was my point…I feel and understand why Sisters are outraged by the ads…myself and quite a few Brothers use their products on our beards, dreads and locs…I blame Bain Capital and an out of touch marketing team and strategy…I guess they are hoping to crossover to white females with their products…Although, I don’t see it being successful with white females… I just hate to see every issue turned into a gender debate on VSB…as I stated previously, yes, Brothers must do better and support Sisters, however we are not a monolith, and sadly some black males are stuck in the sunken place…

              • La Bandita

                Help get them out of the sunken place. The same way wytes have to hold other wytes accountable for racism. Men have to hold other men accountable.

                • Wise Old Owl

                  Easier said than done…many don’t realize it is even a sunken place to Get Out of and do better by Black Women and for the community…Brothers must first learn to know and love themselves and then they will realize how valuable and precious Black Women are to them and the community…I know I sound like a Hotep, but it’s not that deep…Love, Respect, Honor and Appreciate Good Sisters and take care of your family are Roots that every Brother need in order to Get Out of the Sunken Place…and Sisters must stop buying Future to get out of their sunken place…

                  • La Bandita

                    Why don’t the men work on the boys and let the women work on the girls? I think that’s fair. If I can’t teach a boy to be a man, you cant teach a girl to be a women BUT we can support each other in the process. There is only conflict when we go into each other’s territory.

          • “M”
            • Wise Old Owl

              You again and your hatred of Black Men…avoid me as I avoid you. I refuse to engage with you again because it is obvious that you hate and despise Black Men and assume that you alone own and control the VSB comment section seeking out all and any Very Smart Brothas, who have the unmitigated gall to disagree and question your mantra that negus ain’t $hit…individuals like you seek to shut down any free speech that doesn’t fit your agenda….you can respond all you want, but I am done with interacting with you…Be Blessed!

              • “M”

                “You again and your hatred of Black Men”

                Your “commentary” is so moronic (as well as sad sack weepy and COMPLETELY OFF TOPIC) that it’s breathtaking.

                “avoid me as I avoid you”

                I didn’t know you’d need to be taken all the way back to more elementary definitions as usually you pretend to be far more sophisticated than that (even though we can usually see right through it) but — this? Is not what “avoidance” looks like.

                “I refuse to engage with you again “

                Aaaand yet again — this? Is not what that looks like.

                Are you really this stupid, or are you just hoping someone will pick you up for a bit part on reality TV?

      • Val

        Lol @ Although, we will take credit for the Fat Boys breaking up…

        • Wise Old Owl

          Yes, and I am still emotionally wounded from that childhood trauma…I had to become fans of Whoundi…Friends, How Many of Us Have Them…Lets’s Be Friends…

          • La Bandita

            Wow, that’s music for the olden days.

      • Zil Nabu

        You really feel like VSB bashes Black men?

        • Wise Old Owl

          Yes, Certain bloggers and regular commentators seem to have a particular disdain for the Black Male species…

          • Zil Nabu

            Interesting. I never really saw it in the articles. I noticed some men took offense to the cat calling post but I didn’t view that as a bash on Black men.

            • Wise Old Owl

              Are you a Black Man? Just read some of the comments on the site about Black Males…

              • Zil Nabu

                Do I look like a Black man?

                • Wise Old Owl

                  No, your profile pic is of a Beautiful Black Woman…was not sure if it was you or someone else….Nevertheless, the site can at times be anti Black Male…just read some of the articles and comments…cite one article in the last 2 years that is critical of Black Women and then cite the number of articles critical of Black Men…

                  • Zil Nabu

                    Well I do remember the “Maybe You’re Single Because You’re Wack” article.

                    And yep, that’s me in the profile pic…so thank you.

                    • Wise Old Owl

                      You are very welcome…

                  • “M”

                    Victim victim victim.

                    How can you turn comments on an article that is NOT ABOUT YOU into your same old same old whine?

                    Here’s the thing:
                    It has nothing to do with WHO YOU ARE.

                    All the criticism you get is about the WAY YOU BEHAVE.

                    Like the incredibly self-centered clowning and grandstanding you’re doing here.

                    We’ll get this for you
                    http://i232.photobucket.com/albums/ee133/riker7/waahmbulance.png

                    • Wise Old Owl

                      Hopefully, you will get the help you deserve and need….or maybe even a penis, since you suffer from penis envy…you must be Damon or Panama, because your mental ill self really believe that you own the site….I am sorry that your father was not there for you or some black male rejected you, but please get the help you need for your hatred of Black Men…Be Blessed!

                    • “M”

                      Your projection is ridiculous, but your speculation on my life when you’ve never laid eyes on me is both wildly inaccurate and completely unnecessary.

                      Flagging your vitriol as completely inappropriate — not that anybody else reading here can’t automatically see it for what it is, but it’s starting to feel like it needs to be directly called to the attention of the mods, because once you start speculating about peoples’ family life just because you’re sulking and angry, your usually at least slightly amusing bleep bloop BAAAWWWWWWW is officially way out of control.

                    • Wise Old Owl

                      You are the one harassing me and following my comments and have been inappropriate with the personal attacks. You have been flagged as well. As I asked you, avoid me and stop stalking my comments.

                    • “M”

                      I’ll get all the help I need when you just shut up.

                    • La Bandita

                      Wait… don’t talk about my Damon. You can talk about anyone else, but not Damon – haha..

        • AKA The Sauce

          Yup…sometimes

          • Zil Nabu

            Hmmm, expound please.

            • AKA The Sauce

              i’m tired of fighting the good fight…it’s too uch

              • Zil Nabu

                That’s fair. I tap out too sometimes.

                • AKA The Sauce

                  It gets tiresome. I know it’s mostly love here but these some shade toward black men who aren’t perfect or have different opinions from time to time. No love lost.

                  • La Bandita

                    Sauce everyone likes you on here. Why are you taking this personally? You make great insightful comments – you’re not in the sunken place.

              • Wise Old Owl

                I tapped out for a few weeks and came back today to the same old same thing..I have a love/ hate relationship with the site…

                • Monica Harris

                  Sometimes I tap out too. This site can definitely get too divisive, but even with all that, the best conversations are had here. Also, I didn’t read any comments about this commercial except for on this site because I knew it would be a bunch of “black women are whiners,” “black people are the REAL racists” crap. That comes from all people though; black, white, male and female. My sister, a black woman, thought the commercial was sweet and simply was trying to be inclusive.

                  • Wise Old Owl

                    I feel you and that it why I am back…I enjoy the community, culture and conversation on the site….just hate the trolls and divisive individuals….we can disagree without personal attacks and animosity…for example, “Val” has an open mind and can actually debate and critique complex issues and events without hating, belittling and mocking others…

                    • La Bandita

                      Everyone loves Val. We can’t all be Val…

                  • Wise Old Owl

                    Yes, just read the harassing comments that I received below from the same troll, because I have an opinion and don’t agree with the trope that negus ain’t $hit…they try to drive all away that disagree with them and upvote each other’s comments…

        • “M”

          Don’t feed his “Poor Me” victim complex.

          It’s an incredibly self-centered thing he does, trying to make this – and everything else – all about him and men like him even when it’s not.

          The rest of the time when it IS about his bad behavior, he refuses to take any responsibility.

          If I didn’t know better, I’d think he was a Rethuglican member of the current Congress … since he always sounds just like them.

      • Namia

        Come on this gets old!!

        • Wise Old Owl

          And so does the constant shading of Black Men, who don’t agree with you! It is sad that when a Black Man express his opinions it is whining…

    • Hsquared

      Lost cause, bro. Most of us probably never heard of this ish, but a couple brothers made a couple of comments and we have another round of “Ya’ll hate black women” whining.

    • CheGueverraWitBlingOn

      These are facts. The redirect on this ire is interesting. Kinda like how black men are the direct enablers of racism against black women.

  • Leah Smith

    Honestly 95% of all business establishments don’t care solely about Black money nor White money. At the end of the day getting as much Green money as they can is what counts. You cant really blame them. They are in business to make money and if adding a product to gain more customers accomplishes that, that is what they will do.

    • Val

      We can blame them for the tone deaf ad.

      • Leah Smith

        I guess. But to me the ad was necessary to get the gain of the “others”. If they totally stopped providing products for us then yeah they are foul. But that is not what they did. They have us. They are aiming to get their dollars to.

        I myself would never have a business that excluded a sect of people. I would want to make honest from whomever is willing to be a customer.

    • Jennifer

      Why do people think black women are faulting Shea Moisture for wanting more money? We’re not dumb…it’s just the way they went about it.

      • miss t-lee

        Exactly.
        I’ve learned who is really dense these last couple of days.

    • I don’t think most women were mad that they were trying to get more money – that is capitalism. It’s the way they went about it that people are taking issue with.

      • Leah Smith

        What other way is there to get the business if its not to show familiar faces. Look at these “Devry” commercials. The most you see now are Hispanic in those because they already have us and the whites attending. They know to get the Hispanics on board they have to show happy achieving like faces.

        • Create a new product for them. Don’t change the one that got you to where you are.

    • Eh, the NBA is one of the biggest and most public businesses in the US. Their entire marketing campaign over the last decade has been centered on pushing culture exemplified by young Black men. Sneaker companies and most athletic brands do the same. Obviously it’s nowhere near solely the Black dollar, but companies don’t have a problem centering Black men to make their money like they do with Black women. Moreover, they don’t view Black men as an impediment for growing their business they like do for Black women.

    • cyanic

      They care about the white dollar because whiteness still means elite in this country and practically everywhere else around the world.

  • Zil Nabu

    I’ve been natural since 2004 and never bought any Shea Moisture products. I’ll just keep doing what I’ve been doing.

    • theaythmonth

      Was at Wal-Mart yesterday and in the hair aisle, a few other ladies were looking and one was like “no more Shea Moisture for me” and her friends started talking about gentrification and wyt people.

    • theaythmonth

      Random, but can you recommend a good hair/scalp moisturizer? I’m natural and this humidity is too real. Shea Moisture didn’t work out for me.

      • Zil Nabu

        It really is going to depend on your hair type. I moisturize with Kinky Curly Knot Today leave in and coconut oil. That leaves my hair feeling good for days. I used to make my own hair butter with Shea butter and olive oil but my hair started saying no to that after about 2 years.

      • Mary Burrell

        I like Cantu

      • BetterbewareBeCannyandCareful

        I am struggling to keep my hair moisturised because my hair is not only kinky coily but has high porosity

    • BetterbewareBeCannyandCareful

      What do you use?

      • Zil Nabu

        Currently I’m all about coconut oil for my pre poo, Kinky Curly Come Clean for my shampoo, Nexxus Humectress conditioner to detangle, ACV rinses, and Kinky Curly Knot Today leave in with more coconut oil.

        • BetterbewareBeCannyandCareful

          Is aloe vera juice worth it? I am really trying to find a winning combination.

          • Zil Nabu

            I make a scalp spray with aloe Vera juice and it’s great for keeping flakes at bay. I don’t use it directly on my hair though.

  • Zank you, bew. Say it louder for all the unmoisturized, unloved and untouched ashies in the back who can’t help but to get upset when black women find happiness that wasn’t created by a man. Negroes will understand why it’s wrong to go to another barber when your regular couldn’t make it cus of his child support hearing, but they are mystified when a product that was “ours” for such a long time is all of a sudden no longer For Us By Us and we’re told to “get over it” because the company wants to make money.

    While the ad was stupid, I won’t stop buying Shea products because of it. I only use one item from them, the Coconut Hibiscus curl-enhancing smoothie, and I haven’t noticed a change in the product, maybe because I haven’t bought any in such a long time (one jar lasts me forever).

    The point is that hoteps, black men who don’t visit their kids or pay bills, black men who love to leave comments like “can i taste u” under Serena Williams’ pics but berate women for taking thotty pics, black men whose mamas have nappy hair, BLACK MEN PERIOD WHO DON’T USE SHEA MOISTURE PRODUCTS JUST SHUT THE FUCK UP TELLING US HOW WE SHOULD FEEL!!!!

    • MsCee

      “Negroes will understand why it’s wrong to go to another barber when your regular couldn’t make it cus of his child support hearing,” I am so done. Lol

      • miss t-lee
      • Simms~

        I too found that this was oddly specific. Lol.

        • Spicy Kas

          There are men who will cheat on their wife before they would cheat on their barber.

          • “Chair hoppin” is against the law.

            • AKA The Sauce

              I chair hop

              • You must know a few cats that cut the same. My backup cut works in the same shop, and all they have is two chairs.

                • AKA The Sauce

                  I never said I leave the shop

                  • Mr. Mooggyy

                    Naw you good then! You still adhere to the rule!

                  • Jumped the gun…
                    **daps**

                • Mary Burrell

                  You are a handsome man

                  • Why thank you Mary!

                    • Mary Burrell

                      You’re welcome ??

                  • La Bandita

                    Wedding! Wedding! Wedding!

            • Mr. Mooggyy

              Black Man Rule #267 Paragraph 3. A man has a primary barber and 1 backup. Dassit!

              • AKA The Sauce

                I got 2

              • Charles Johnson

                We seriously should make a series on that type of shyt

          • AKA The Sauce

            Some

            • Zil Nabu

              We already know you ain’t loyal.

              • AKA The Sauce

                My hair…my rules

          • DiamondIsMyRealName

            I detect no lies here…

        • Charles Johnson

          It’s like she looked into my soul and pulled out my worst nightmare

    • AKA The Sauce

      What about the ones who do…or the ones who will go to the store and buy it for you?

      • The ones who do what? Use the products? Visit their kids? Thirst after Serena?

        If you buy products for someone, that still doesn’t give you the right to tell them how to feel.

        • AKA The Sauce

          How about black men who love black women and take care of their kids. Who believe that she doesn’t have to conform to normal beauty standards just to feel like she has a place in the world. That’s what this company stood for. It was more than a product. So if they want a check…cool…but don’t sell out.

          As for the Serena thing. Disrespect is disrespect. But don’t act like women don’t say lewd things about men.

          My only issue is be consistent. That’s all

          • Black men can love their women and feel that they don’t have to conform to certain beauty standards, but that doesn’t take away from the fact that they’re still measured – and in a lot of cases excluded- by those standards every day of their lives.

            I don’t take issue with them wanting to expand their customer base for a check, but I do think they alienated a lot of their original supporters if they did in fact change their formula to get those other customers. The whole premise of this ad and the ensuing controversy is akin to the “When he get on he leave yo a33 for a white girl” line..black women built up this brand ad are now seemingly being pushed to the side. That’s where I and some other women take issue.

            • AKA The Sauce

              So if you are being pushed to the side. How do you stil support them. That’s my issue it’s like you don’t care how they treat y’all as long as you like the product. I’m saying send them a message. Do say to black men” don’t tell me how to feel” when you don’t wanna give up the product. Esp if we on your side.

              • I can absolutely tell black men not to tell me how to feel because it’s MY HAIR, MY MONEY, MY HEAD MY FEELINGS. If there aren’t many other viable options for hair cAre products that I like and like me, you damn right I will continue using them until I find an alternative. I won’t speak for every black woman, but I’m always of the opinion that if you aren’t financing or fucking me, you can stfu

                • AKA The Sauce

                  Fine….but you can support that foolishness if you want. Just makes no sense to me and sounds like a contradiction. I’ll go back to my lane

                  • And that’s fine. As long as it makes sense to the person who’s spending.

            • Junegirl627

              they had to change the formula. Shea moisture original product line is way to thick and has too much oil and essential minerals for non black hair. it would be oily and leave their hair all kinds of messed up.

          • Zil Nabu

            “But don’t act like women don’t say lewd things about men.”
            I have never ever so much as had a lewd thought about a man.

            • AKA The Sauce

              That’s the conservative in you I suppose

            • Spicy Kas

              #liesliesdamnstatistics

          • Yahmo Bethere

            “Not all black men” is here! A man’s place is checking the male comments referenced, not checking the female checker.

            • AKA The Sauce

              Yea…miss me with that homie.

      • La Bandita

        Those guys a kale omelet covered in jalapeno pepper jack cheese and some green tea. Or that’s what mi marido gets.

    • Cleojonz

      Say it again for the people in the back row!

  • Headwrap Hater

    Honestly not trying to mansplain here, but I’m still struggling with this. They had already released a commercial with women with darker skin black that had hair types closer to the 4c and was as a part of the same ad campaign (see below). This ad was actually released first, a few weeks ago. I’m honestly really struggling to see what they could have done differently, other than not expand to different demographics all together. What should be the management team’s actionable take away from this? Dont market to white women? No ads without women with 4c hair types?

    https://youtu.be/FKmygieHUq4

    • AKA The Sauce

      Why is your name Headwrap hater?

      • Val

        *waits for answer with Og.*

      • Headwrap Hater

        Lol a continuation from a bad joke from when I first commented on this site. I love natural hair. No real hate over here

        • AKA The Sauce

          Got ya…

      • Simms~

        Yup – QTNA.

      • Mary Burrell

        That screen name gave me pause.

    • Zil Nabu

      Commercials tend to stand alone even if there is a series. Also comparing their hair hate to the Everest of hate and discrimination naturally kinky hair faces is tone deaf.

    • Alessandro De Medici

      The issue is an issue of branding. (I just watched a couple of their commercials)

      They’ve branded their products mostly as being empowering, and more importantly in opposition to society’s standards of beauty. They’re trying to rebrand their products, as being universally for women, including those that already fit the standards of beauty.

      Companies are usually well aware that when rebranding their products, there’s a good chance they might isolate some of their original customers. Since the small company exercise foresight in the matter.

    • Cleojonz

      The problem with the most current ad is not only the whitewashing but the idea that white women’s hair struggles are equal to black women’s. A woman being told she should be more blonde instead of a redhead is really not the same as telling a black woman your hair in that state is unprofessional. There are levels to this.

      Also most egregious – don’t change the formula to cater to a new market forgetting what worked for your prior market, create a new line that can be specific to them.

      • miss t-lee

        That redhead comment ran me hot.
        Like they’re out here firing white women because they have red hair.
        FOH with that.

      • Headwrap Hater

        But I thought the whole point of the campaign was “Everybody gets love”? I would never try to equate white women’s struggles to those of black women’s. But I also think it’s naive to think white women don’t have insecurities about their hair. Which was what the ad was trying to highlight. I think it was the whole point of keeping this ad and the first one with all black women separate.

        How else could they have expanded to white women without addressing their problems? Regardless of how insignificant you think those problems are.

        Lastly, Shea explicitly stated they haven’t changed the formula. I don’t know how true or false that is since I don’t use the products

        • Cleojonz

          Sure everybody can get love, we have a product for everyone. That’s not true if they change the formula and it no longer works for everyone. White women’s insecurities with they hair does not translate into a formal reprimand though does it? This happens often to black women in corporate.

          And how is it everybody gets love if you only have stringy haired fair people in the ad? That is not at all conveying an all inclusive message.

        • LifeDelishUs

          And stop.
          If White women want to address their hair care concerns let them use the MYRIAD of hair products made ONLY (and I do mean only) for them that they can buy at any WalMart, Hair Cuttery, Target, Safeway, Costco, and beauty supply store in America. What SheaMoisture could have done is improved its products for it consumer basis. Period.

          • Headwrap Hater

            So your suggestion is don’t expand into new demographics? Unfortunately that’s too idealistic. Business have to grow and adapt.

            Also, it’s a black owned business. Why wouldn’t we want them to be as large and successful as possible?

            • LifeDelishUs

              I’m saying expand your business by improving your product not pandering to White women who have every option in the WORLD when it comes to caring for their hair. Perhaps this is idealistic but the backlash to this misstep is going to do them more harm than this new “advertising” campaign can balance out. As a successful Black-owned business they should have known better.

            • Glo

              You can include everyone without excluding black women. If there had been 1 darker skinned woman with a fro in that ad, no one would be mad.

              • Headwrap Hater

                They had already released other commercials. The below was released three weeks ago as a part of the same ad campaign. It’s all black women…

                https://youtu.be/FKmygieHUq4

                • As mentioned; each commercial stands alone. The “series” isn’t necessarily relevant.

                  You’ve been told multiple times what the issue is you just don’t want to hear it.

                  Expand! Get all the coin!! Be successful!!!

                  Don’t make an ad that compares the insecurity of being redhead to being blonde; when black professionals are out here LOSING THEIR JOBS, because *black* natural hair is unsightly and unruly.

                  Then they throw Ms. 3C biracial in there because I suppose we’re supposed to connect with her.

                  It was thoughtless and insensitive.

                  Did white people boycot Pantene when they made a line for “black hair”? No. Pantene didn’t take their original line or their original customer base and give them the finger.

    • Most people didn’t see the previous ads and don’t need too, people just want to be part of the mob

      • Headwrap Hater

        Unfortunately, I think there is some truth to your comment.

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