Shea Moisture Targets Becky in The Ethnic Aisle

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By Dale St. Marthe

What the hell is up with the “diversity” department at these companies…come on Shea Moisture…

And I’m surprised that it’s Shea Moisture that’s receiving Black Twitter’s maelstrom this week. If I go in my bathroom right now, I got some African Black soap in there from Shea Moisture. And usually when I’m done showering with that “AFRICAN,” “BLACK” soap, I put on some of that new ZANZIBAR lotion. What white person you know uses some shit from Zanzibar? White people barely moisturize at all and if they do it’s usually because they’ve recently been put on by a person of color.

What initiated this torrent from Black Twitter was how this new and completely insensitive ad from Shea Moisture put White women in the forefront, while She Moisture’s real audience, Black women with curlier and shorter hair, were underrepresented. It’s important to point out that there is a Black woman declaring “Everybody gets love” alongside like three white women in the ad, but some people on Twitter are saying that her hair barely represents those that really use the product. Now I see that Shea Moisture wants to expand their brand, it’s just smart business to do so. But why the hell would you need to include a blonde in this ad? And TWO gingers?

Blonde white people could literally fall down in the middle of the hair care aisle at Walgreens and find something tailored to their hair. Another thing, white women aren’t going to switch from…what’s that brand called…Pantys? No, Pantene, that’s right, or Maybelline because they could just pick whatever really.

My sister got some of that Garnier Fructis stuff and I was like “What the hell is a ‘Fructis’?” But anyways, Shea Moisture was actually founded by a Black family who were geared towards making products for Black people. The real beef here is why would this new leadership want to turn away from your base audience? Black women spend around 7.5 billion dollars a year on beauty products alone; you don’t need any of Becky’s money. Especially when your message is “Break free from hair hate.” What “hate” do white women get on their hair?

“Oh, your hair looks so limp and straight Candace, unlike my kinky curly 4c hair”-said nobody ever.

I just had to include a Pepsi joke; it’s perfect in this situation.

It’s understandable that Shea Moisture would want to branch out and capitalize on capitalism but in this instance, you damn sure betta make the white person the token.  But for real though…must we gentrify everything including the ethnic haircare aisle?



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