“Wow, okay – so guys, listen, we really f-ed this one up” — Shea Moisture

Shea Moisture is doing major damage control after fighting backlash on social media about their ‘Hair Hate’ #allhairmatters ad. The brand which was started to cater to black hair and African-American women, posted the promotional video via Facebook which featured white women — a blonde and a redhead.

The intended message was, “Break free from hair hate,” but their loyal black customers and supporters see it a different way.

“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.”

Richelieu Dennis, the company’s founder and CEO, said “There are other consumers that are also wanting natural products, and we’re creating products for every hair type.”

Most will already know that Shea Moisture brought in stakeholder — Bain Capital (owned by Mitt Romney) obtained a minority position in 2015.

The ad was part of a broader campaign that aims “to demonstrate the challenges that women have had and continue to have with the societal norms of beauty,” he said. It was developed in partnership with digital ad firm VaynerMedia, according to Dennis.

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