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".
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
Later that year, Shea Moisture’s parent company, Sundial Brands, was acquired by Unilever for approximately $1.6 billion. Strategic Impact
Within 24 hours, the company pulled the ad and issued a candid apology on Facebook, stating, "We really f—ed this one up".
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
Shea Moisture Buy One Get One 2017 Link
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".
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 buy one get one 2017
Later that year, Shea Moisture’s parent company, Sundial Brands, was acquired by Unilever for approximately $1.6 billion. Strategic Impact Shea Moisture released a 60-second digital ad featuring
Within 24 hours, the company pulled the ad and issued a candid apology on Facebook, stating, "We really f—ed this one up". Strategic Impact Within 24 hours, the company pulled
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
