Shea Moisture has apologized for a controversial advertisement that was dubbed tone deaf after backlash from social media users said it excluded its core consumers.
“We really f-ed this one up,” Shea Moisture said in a Facebook post. “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.”
The statement continued, “You guys know that we have always stood for inclusion in beauty and have always fought for our community and given them credit for not just building our business but for shifting the beauty landscape. So, the feedback we are seeing here brings to light a very important point.”
“While this campaign included several different videos showing different ethnicities and hair types to demonstrate the breadth and depth of each individual’s hair journey, we must absolutely ensure moving forward that our community is well-represented in each one so that the women who have led this movement never feel that their hair journey is minimized in any way,” the statement concluded.
On Monday, the hair company released “Everybody Gets Love,” part one of a video series, where women discuss the journey towards loving their hair, thanks to Shea Moisture products.
The one-minute clip opened with a black woman discussing the difficulties of dealing with her natural curly hair. It then cuts to two white women, with one saying she didn’t “know what to do” with her tresses.
The intended message was, “Break free from hair hate,” but some found the message to say otherwise.
Richelieu Dennis, the company’s founder and CEO, reassured consumers that Shea Moisture will continue to target its loyal demographic, considering most products aren’t geared towards Black women.
“Our job is to make sure that they understand that we’re still here for them,” Dennis told CNNMoney.