Shea Moisture Is Accused Of White Washing With Their Latest Commercial

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https://www.instagram.com/p/BSwHeJNgoR6/?taken-by=sheamoisture

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Shea Moisture is a company that has served as the standard go-to for many black women when it comes to their hair. Well, it was the go-to… until their new ad campaign came out with a video that featured more white women than women of color aka the brand’sΒ main consumers. In an attempt to expand their consumer audience, Shea Moisture has ended up losing many of their loyal costumers who feel that the company wasn’t showing appreciation for their business.

https://www.youtube.com/watch?v=Zi2NO-zdqkQ

While the campaign’s slogan (“What do you hate?”) has a well-intended message behind it, it’s clear that the company went about it the wrong way. Frustrations towards the commercials and company have flooded their Facebook and Twitter mentions.

Shea Moisture ended up retracting the commercial but the damage was already done. Though they did issue an apology, many black women feel like they did so only to cover up for their mistake. The issue behind this commercial is larger than the commercial itself. It’s more about the erasure of black women in order to appeal to a white audience.

In their apology, Shea Moisture says that the commercial doesn’t represent what they stand for and that their costumers need to know that they advocate for inclusion.

What do you think? Is their apology enough? Go off in the comments.

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