People Are Not Happy With L’Oréal’s Definition Of “Damaged” Hair

December 24, 2017  |  

loreal posts tone deaf ad


Ever since the mishaps of brands like Dove and Shea Moisture that exhibited major tone deafness, women of color are admittedly apprehensive when it comes to how much their point of view is considered when it comes to branding and marketing. It appears that L’Oréal is the latest hair and beauty brand to have missed the memo.

L’Oréal recently took to Instagram to promote its new reparative hair therapy collection, Elvive. The brand posted a picture of what appears to be a Caucasian woman brushing her straight hair with the following caption:

“#DidYouKnow – your hair tangles when it’s damaged? Test your damage by brushing your hair. If it doesn’t tug or tangle, you have healthy hair!”

Knowing that this statement isn’t true for all of the women who purchase L’Oréal products, social media users came in full force to defend their curls, waves and everything in between to check the brand of their lack of inclusivity. BET reports comments included the following:

“I just have natural waves with a slight curl on occasion and my hair still tangles. This ad promotes serious tunnel vision and no diversity whatsoever.”

“I guess curly hair/wavy haired people don’t exist.”

“Y’all should’ve ran this ad through a more diverse focus group, way to go.”

L’Oréal of course deleted the post due to all of the controversy, but not before one user brought to attention the brand’s desperate need to “read the room”.

Do you think users are being extra sensitive or does L’Oréal need to revisit their narrow definition for damaged hair? Either way, hopefully they got the message from the many woman that are “failing” the test and doing so beautifully.

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