No way, Shea.

Ever come up with an idea that you think is really cool, and will breakdown barriers, and bring you to a new level of awesome, but then it is completely destroyed by the exact people you were trying to impress? Yeah, so has Shea Moisture.

According to a recent CNN article, the company posted a video that was intended to combat “hair hate”, however they ended up with a few haters themselves. The video features three women, all who start off by explaining why they used to be ashamed of their hair, but now they embrace its natural beauty. On the surface, this sounds like a great idea for an ad. However, looking deeper, there was a definite issue.

The video starts off with a black woman discussing her insecurities around her natural hair, but then quickly movies on to two white women – one of which “didn’t know what to do” with her hair, and the other who was constantly dyeing it. The juxtaposition of what many view as a true insecurity with what seems like first world problems was very troubling for viewers. The ad was immediately pulled from Shea Moisture’s social media, however, seeing as though I just viewed it myself, it is sure to live in perpetuity online. The video can be viewed in the article linked here.

The timing of this blunder is especially interesting, as it almost immediately follows Pepsi’s Kendall Jenner ad fiasco. These are both perfect example of why it is so important to be cautious when posting online. Just because something seems innocent and well intentioned to you and your immediate circle of people, does not mean it will translate that way to a wider audience.


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One Response to No way, Shea.

  1. sydhavely says:

    All of which goes to show that sensitivities to even nuanced references to power, class, race, and ethnicity are relevant and germaine to both advertising and social media, perhaps more so as the numbers grow with the social platforms. Excellent post.

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