What is going on with these companies' marketing teams? I'm tired.
So in case you missed the new ad from natural haircare brand Shea Moisture, let's take a gander, shall we?
Everybody gets love, huh? Where was everybody in this ad? Other than homegirl, this was a little pale...
So as I reluctantly put down my Coconut and Hibiscus Styling Milk, let's talk about it!
Shea Moisture came onto the haircare scene as a black-owned haircare brand made for the curls, kinks and coils of black hair, in all of it's diverse forms. They have established a brand that is a staple in all of our haircare regimens. Anytime we see a product designed for us and with us in mind, we're not afraid to try it. After all, we do account for the majority of beauty sales. According to Nielsen, in a study from 2013, black women spend nine times more on ethnic-targeted beauty and grooming products than the general market. Black women spend an estimated $7.5 billion annually on beauty products, more than 80% more on cosmetics and twice as much on skin care than non-black consumers.
Listen, if I've learned anything from a Tyler Perry movie, it's the 80/20 rule. To put it in relevant terms, you don't forget about black women bringing you the majority of your income/ success for the new money of non-black women you aren't appealing to. I'm all for a brand expanding their customer base and finding ways to make more money, but not if it means forgetting the brand's roots. This ad was a reach for me. Don't get brand new!
I remember hearing about Shea Moisture making moves to change their formula and broaden their brand, but I didn't expect this to be the way SM did it. When I saw this ad, I laughed! It was genuinely funny to me that a brand known for catering to black hair wants to tell me that the women featured in the video have hair journeys in any way similar to mine. I get that there are certain hardships and struggles for these women and their hair, but it cannot compare to dealing with the kinks and curls of black hair. I also understand the appeal to reach a wider audience, but up until the last few seconds, this ad erased the beautiful curls of black hair from the narrative. Even then, only one facet of black hair was represented. I guess you just can't please everybody, huh? Bottom line: every brand can't be a one-stop shop, ESPECIALLY when you're dealing with hair.
Let's be honest, non-black women will keep right on using their Pantene, Garnier and L'Oreal, and black women are still going to utilize the Shea Moisture BOGO sales at CVS. However, our hair shouldn't have to suffer because SM decides to water down their product to appeal to Molly and Becky. Get your money, sis, but don't forget about the ones that made your brand what it is today!
At the end of the day, I'll take this opportunity to explore the other amazing natural haircare products that are out there, especially if they're black-owned. What are some of y'alls favorite natural hair products?
How do y'all feel about Shea Moisture's new ad? What might've been an alternative way to present this rebranding? Leave me a comment and let's make this a conversation!
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