Shea Moisture apologizes after Twitter slammed its ad: ‘We really f-ed this one up’

The hair care company Shea Moisture rationalized Monday after social media resistance over an ad it released last week.

It demonstrates grey maidens, and just one dame of complexion, speak about “hairs-breadth” abhor and how Shea is their go-to productprompting announcements of whitewashing. The product, founded in Harlem in 1991, has a strong African-American customer base.

Wow – “weve been” f-ed this one up! Satisfy know that our message was not,& would never be, to disrespect local communities, a honest statement posted to Shea Moisture’s Facebook page read.

“You chaps know that we have always stood for inclusion in elegance and have always fought for local communities and given them approval for not just improving our business but for changing the elegance scenery, ” the upright continued.

The video was part of a campaign Shea Moisture announced earlier this month announced #BreakTheWalls, in which it rails against accumulations that demote its makes to specified “ethnic” parts of elegance aisles.

The company had saved its wares out of retail for 16 times because of that sort of discrimination, according to a spokesperson.

An article in Racked wrote soon after the launch wanted to know whether the brand was selling out on its core African-American customer.

Then very, Shea Moisture responded with an article-length apologetic explanation, claiming that the narrative transformation does not mean the company is abandoning its beginnings. It too denied that the new expedition amounted to a full rebrand.

“We dont take any of our community for conceded and are a certified minority, black-owned, family-held business that has taken dignity in performing local communities for 25 times when large-scale conglomerates dismissed women working in complexion and simply marketed makes to them vs. do makes for them, ” the company alleged at the time.

The CEO of Shea Moisture mother Sun Dial Brands, Richelieu Dennis, redoubled down on the damage ensure in a video interview with the editors of Hello Beautiful .

“I can tell you that’s never going to happen, ” Dennis said in response to concerns the line would lose focus on its black customers.

Yet the latest ad, in which grey maidens outnumber the sole dame of complexion, deepened the brand’s public relations problem.

Monday’s apology came after Twitter useds had dragged the company for hours over what they checked as the whitewashing of its marketing.

As of Monday afternoon, “Shea Moisture” was the top trending topic in the country on Twitter.

The Associated Press contributed to this report .

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