Black women, though, whom Shea Moisture's brand was built on, out there in these natural hair streets snapping up ever curl custard, pudding and lotion that y'all can make and known to man, even if it's more than a Fillet Mignon per pound.
Dayum. Is Shea Moisture's white gaze so strong that they just don't see this shit? Are they blinded by Becky with the good hair? They must be. I mean. How could they not know this shit? Black women feel some kind of way about our products, and I don't blame us one bit.
What and the fuckshit is this?
For years, we had to deal with bullshit hair products or no hair products at all. When we did find hair care products, they were often made by majority companies (African Braid products are, in fact, not made by Black hair care companies).
So imagine our cult-like devotion and all the fan girling that happened when we started seeing natural hair lining the shelves, or rather, online at first, about 15 years ago.
Now, all the natural hair care products you want are in Target, CVS and Rite Aid. I can go pick up Miss Jessie's and a Merona dress in Target. And that's how it should be. But these brands ain't loyal. Black women will cut you over our hair products.
I can't anymore
They made products for our hair. We loved it. We bought it. A brand was made. End of story.
But someway, somewhere, these brands started thinking that they needed Biff and Buffy's money, to come up. And soon our faces started disappearing from ads in favor of more 'multi-cultural' or racially ambiguous models. Gone were the melanin-rich models with kinky hair who first helped sell their products to us.
Becky 'nem don't want Shea Moisture's asses tho. They have enough L'Oreal, Revlon and Tresemme to fill grocery carts and aisles and aisles.
Sigh. We've been here before. And it's a tired and old trope that we're used to, and we've seen it before with Carol's Daughter.
They needed receipts
Carol's Daughter almost collapsed, but was sold to L'Oreal. Now Shea Moisture wants to go the same route.
Cause they just shitted and stepped in it to the very people that built their brand. Shea Moisture's product packaging says it was created in 1912. Too bad this campaign, and others, may cost it the entire brand.