Shea Moisture is in the hot seat after releasing an ad on Monday, April 24th that struck a negative chord with its key demographic.
The advertisement released as a part of the company’s #EverybodyGetsLove campaign was slammed on social media. The ad featured two White women and one Black woman discussing “hair hate.” Check out the ad below:
SheaMoisture is CANCELLED pic.twitter.com/T4Dru1JgAq
— NANA JIBRIL IG: girlswithtoys (@girlswithtoys) April 24, 2017
As soon as the ad hit the web, women of color (Black women in particular) begin sharing how they felt the advertisement was discriminatory against the women who’ve supported and made Shea Moisture what it is today. They also said “hair hate” for a White woman isn’t the same for Black. The ad seemed to make the argument that disliking your hair color is the same as being disliked for your hair.
After receiving tons of backlash, Shea Moisture took down the advertisement and released an apology.
“Wow, okay – so guys, listen, we really f-ed this one up. Please know that our intention was not – and would never be – to disrespect our community, and as such, we are pulling this piece immediately because it does not represent what we intended to communicate.” You can read their full apology here.
Customers aren’t buying the apology though. Their Facebook rating has fallen to 2.6 out 5 stars. It was allegedly 4.8 before the ad was released.
The company also sent out a tweet yesterday that many previous supporters said made their apology null and void.
We can't thank you enough for your loyalty and support. It's wonderful people like you that keep us going strong, Tariq! ?
— SheaMoisture (@SheaMoisture) April 24, 2017
Tariq Nasheed doesn’t have the best reputation with Black women, so acknowledging his tweet wasn’t even a smart move. This is definitely an epic fail.