“We Are So Proud Of Our Heritage:” Shea Moisture Explains Featuring White Children In Their Ads

February 24, 2015  |  

Yesterday, natural hair and cosmetics company Shea Moisture landed themselves in scalding hot water after publishing a social media ad (above), which featured a little Caucasian girl. This, of course, wasn’t the first time the company has featured a White child in one of their campaigns; however, for some reason, this particular ad really seemed to ruffle a few feathers.

After an evening of being scolded by tweeters, the company decided to remove the tweet, which featured the ad. They replaced it with a statement to their customers explaining their reasoning for featuring the child in their ad, while also attempting to clear up some misconceptions about the direction in which the company is headed towards. The full statement reads:

“We came across an image of a little girl with a puzzled expression that we imagine our #SheaFamily has when they run out of product, so we shared it with you. No ad. No agenda.

As a certified minority-owned business, we are so proud of our heritage, our community and how far we’ve come — from a village market in Sierra Leone, to the streets of Harlem, to retailers throughout the U.S. With your support, we’ve been able to bring change, diversity and variety to retail.

We hope you continue to join us in celebrating how the versatility of our products can help people everywhere.”

Their statement, for the most part, was well received by customers, some of whom actually encouraged them to continue marketing their products to a broader audience.

Do you feel differently about the ads after seeing their response?

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