Loyal consumers felt the ad equated the societal discrimination faced by Black women for their natural hair with minor aesthetic frustrations like "hair color" or "limp locks". This led to viral hashtags like #AllHairMatters and #SheaMoistureIsCancelled.
Within 24 hours, the company pulled the ad and issued a candid apology on Facebook, stating, "We really f—ed this one up". shea moisture buy one get one 2017
Shea Moisture released a 60-second digital ad featuring three women—one Black woman and two white women (a blonde and a redhead)—discussing their "hair struggles". Loyal consumers felt the ad equated the societal
In 2017, Shea Moisture faced a major brand crisis following a controversial advertisement that led to widespread backlash from its core African-American customer base. Executive Summary of the 2017 Controversy Shea Moisture released a 60-second digital ad featuring
The "Buy One, Get One" (BOGO) promotions in 2017 were often overshadowed by the fallout from the (or "Hair Hate") campaign. While intended to promote inclusivity, the ad was widely criticized for "whitewashing" a brand that had built its reputation on serving the specific needs of Black women with textured hair. Key Events of 2017
Later that year, Shea Moisture’s parent company, Sundial Brands, was acquired by Unilever for approximately $1.6 billion. Strategic Impact