SheaMoisture is CANCELLED pic.twitter.com/T4Dru1JgAq
— NANA JIBRIL ??️? (@girlswithtoys) April 24, 2017
Update: SheaMoisture released a statement on Facebook Monday evening revealing the controversial ad will be pulled and telling customers it “really f-ed this one up.”
Wow, okay – so guys, listen, we really f-ed this one up. Please know that our intention was not – and would never be –…
Original: Black natural hair brand SheaMoisture is once again in the hot seat over where its loyalty lies with its customers.
An advertisement by the company, which was developed in 1912 in Bonthe, Sierra Leone, features three women describing their hair stories: one is a white blonde, the other a white redhead and the third a nonwhite with brown, curly hair.
“I hated it because it’s like, ‘Oh, I have this and people make fun of me for it,’ ” the curly-haired woman says.
“There was lots of days staring in the mirror like, ‘I don’t know what to do with it!’ “the blonde woman said before the red-haired woman revealed she dyed her hair platinum blonde for seven years.
The ad promoted the use of SheaMoisture’s numerous products that help with the needs of various hair types, noting that “everybody gets love” by using them.
But, Twitter users weren’t feeling the love.
Many lashed out about the brand for widening its demographics. The upset followed SheaMoisture debunking an article that said it was changing its products and branding to appeal to white women.
Shea Moisture can cater to "other " hair types if they want but they'll be forgotten and neglected like their good sis Carol's Daughter
— $am ? (@hoodcuIture) April 24, 2017
Shea Moisture been drew a line in the sand, but now they're throwing the sand in the eyes of dark BW w/ kinky hair.
— Trudy (@thetrudz) April 24, 2017
Shea Moisture could have just said "All Hair Matters" then ended the ad over a bottle of Pepsi.
— Janan (@jananamirah) April 24, 2017
Shea Moisture has gone "all hair matters" crikey
— marcus (@marcusjdl) April 24, 2017
Some threw their support behind Cantu, another natural hair care brand.
But Cantu is better than Shea Moisture pic.twitter.com/iwh8wlifOt
— admirekyrie (@admirekyrie) April 24, 2017
Cantu product's are better than Shea Moisture anyways pic.twitter.com/5Iq7vVxIKN
— HARD CORE (@stripperhoe) April 24, 2017
Amid talk of a boycott, several users questioned why customers wouldn’t boycott non-Black-owned entities.
So yall don't want 2 boycott businesses like:
*Asian nail shops that beat up BW
*Companies that support Trump
But Shea Moisture is the issue
— Tariq Nasheed (@tariqnasheed) April 24, 2017
Y'all boycotting Shea Moisture but won't boycott the Koreans who kicking y'all Black asses in the beauty supply store. Gtfoh. pic.twitter.com/L3P5DSLqXe
— I Said WTF I Said (@Edges_N_Paris) April 24, 2017
Negroes are completely sick, u won't boycott these white companies that u go in everyday but want to boycott Shea Moisture
— Caleb (@BostonKL) April 24, 2017
Others pointed out money was a motivation for the change.
But we all knew that was a lie . Shea moisture was talking down at black women like we don't understand how corporations treat us
— Chisaraokwu Esq. (@theAfroLegalise) April 24, 2017
Ever Heard Of Target Marketing?? That's What Money Hungry Corporations Do? Shea Moisture Is No Different? Only Color They Care For Is Green
— #NonBeliever✊?? (@Fresh_Flames1) April 24, 2017
Shea Moisture wants to make Caucasian coin but when you go to Target. Shea Moisture is in the "Ethnic hair care" isle.
— Sturdy Diana. (@JLaCocaina) April 24, 2017
A few didn’t understand the outrage and remained unbothered.
But Shea Moisture put out a commercial with non-black women and THAT is the straw that broke the camel's back for yall? Chile…Can't Relate
— Doc Ock (@OckyJ83) April 24, 2017
Wait so Shea butter Twitter is mad at……..Shea Moisture? pic.twitter.com/tf7MUFeUHh
— Ant (@Trill__Parcells) April 24, 2017
If shea moisture is just adding products & not changing, to gain white coins then by all means. Cool. But don't change the formulas.
— ?✨ (@saidbeebs) April 24, 2017