shea moisture

Here’s another example of a minority group choosing the wrong battles.

The company that makes Shea Moisture released a slick video ad that points out the disparity between beauty aisles that stock majority white products and “ethnic” aisles that stock products for black hair and skin.

shea moisture

The Huffington Post claims the ‘Ethnic’ aisle “neglects” women of color by not stocking black hair care products in the ‘beauty’ aisle.

“We just have been conditioned to go to the corner and find our spot where we’ve been placed,” says a female voice over. “There’s a section called ‘Ethnic,’ and there is an aisle called ‘Beauty.’”

But what’s wrong with that? When black women go to a store looking for hair care products, we instinctively look for the ethnic aisle because we know that’s where we will find the products we need.

It would be inconvenient if the store mixed ethnic hair care products in with 2 or 3 aisles of shampoos and conditioners that are not formulated for our hair.

The video ends with the predominantly white “Beauty” aisle breaking away and falling down only to reveal Shea Moisture products in the beauty aisle, too.

“We’re Shea Moisture, and now, we can be found in the beauty aisle — where we all belong.”

Good for you, Shea Moisture.

This sounds more like sour grapes by a company seeking a larger share of profits by “breaking out” of the small “ethnic” aisle.

It won’t benefit Shea Moisture to move to another section of the store where their customers can’t find their products.




  • lil goodie

    Here we go…….

  • whitty hutton

    **rolls eyes**

  • melissaisasnob

    Bruce Jenner is going to be asking for his aisle.

  • coolyfett

    This again….

  • Matix B

    Yeah, I just don’t care-I buy “black” and “white” products interchangeably without thought-I will continue to buy what the fuq I want regardless of this boring video!

  • iWasteTime

    This makes me mad and in the stores I go too, products are at the end of the isle and the men items are the last 2 shelves, but in the YT neighborhood out stuff is cheaper..

  • Buttercup

    Up until recently, many products that were marketed to women of color were the exact same products just in different packaging. *shrugs*

  • Renee26

    They can call it ethnic beauty…I would still be able to find my products in the “beauty” isle just like white people can. I’m not blind…I use Protein Prov V in the brown bottle…go right to it every time. I have always given the side eye to the small section for ethnic products and that’s why I shop for the majority of those things at a beauty supply store which has a much larger selection. Drug stores are indeed bias.

  • YES I SAID IT…

    I can give 2 middle fingers in the air, that means I give a fk about how they see me or think of me. Now I’m moving on to another post bcuz it ain’t much to see here, Auntie I will not get into another race debate bcuz some others don’t understand my culture or feel the need to respect it.

  • A.P. Millz-CT

    Why must we cry all the damn time?? My gawd!!!!!!!!!!!!!!!!!!!! This whole artice is lame

  • tawnysdesire

    i need own little slice of heaven in the store i dont mind it being in a certain spot…i dont need it to be in the beauty isle….i know im beautiful

  • starbright9449

    I’ve been using shea moisture since I cut off all my hair now my fro is huge but even if I can’t find it in the ethnic aisle in the USA, I’ll search the whole darn store until I find it lol. That and eden bodyworks products.

  • Just Keya

    Rolls eyes. Much to do about nothing. Smdh.

  • harley_quinn2.0

    It might be where I live but ever since the natural hair care boom the ethnic products take up a good chunk of the beauty aisle. So I don’t feel as if a part of the aisle is sectioned off just for WOC. Kinky Curly, Shea Moisture, Alikay Naturals, Curls have taken over.

  • Renee26

    I like the commercial…did you notice the little curly haired blond child with her white mother who shook her head…We are a society of mixed races and many white women do not know what type of products to use on their mixed race babies hair. I think it’s good that they used that marketing strategy.

  • Mz. Nisha

    Why does everything have to be about race? I don’t mind going to the ethnic aisle because it means I don’t spend hours looking among a bunch of junk for the one product I know is for my hair. If where your hair care product is found in the store makes you feel less than beautiful you have bigger issues

  • Just Keya

    This right here is the bottom line.

  • nicelyput32

    We have bigger fish to fry.?

  • Just Keya

    Way bigger

  • harley_quinn2.0

    I agree it’s convenient.

  • SpillyNillie

    I don’t shop at big box stores for my hair care needs…I visit a professional salon and Sally’s when seeking “professional” products and my local beauty supply store fore everything else. I purchase from a big box store (e.g., Target, Walgreens) when I’m being lazy…it won’t matter to me which isle it’s on.

  • Let Your Soul Glow

    NEW POST-Put down your Ms. Jessie’s and drag it up stairs

  • Luv Pitties

    It is never cheaper in CVS no matter what area; I just hate that store

  • That’s Interesting

    Walgreens…

  • TheWildChild

    Why are their products so high ?. Well ? Target stocks that Shea moisture hair coloring on the bottom shelf because of its $15 price, comparison to the other Becky brands. The brand is overrated anyway ?

  • Shana

    I agree about them being over rated.

  • Shana

    quit having mixed babies would be a good resolve…

  • Joyce Jones

    Is this really about beauty discrimination towards black women or Shea Moisture not being able to keep up their revenue with brands such as Garnier and L’Oreal? Because if memory serves me correct, about a year ago Shea Moisture used white babies to promote their baby product line.

  • morenYAHdelsur

    I don’t understand how reporting one’s truth, is race baiting? Why are we so afraid to call out supremacist chit? Our entire existence in the western world is race-based! It was built on exterminating Natives and brutalizing Africans. Therefore, we are the by-product of Eurofentric ideals and racism. Why when non-yts point out supremacist chit, it’s racist? That sounds impossible.

    PS- I think the point is the unnecessary label of “ethnic”. Why not call it all “beauty”? Walmart for sure has an “ethnic” aisle. It’s like they perpetuate this “us and them” attitude and when we mention this fact, we are deemed racist? To condone it is to perpetuate it.

  • Shana

    What about makeup – can we get some makeup in our color palate please – AND I’M NOT TALKING ABOUT M.A.C. that all the basic broads run to

  • Shana

    He has two isled – that of both men and women. His exclusive isle would end up looking more like a clearance bin.

  • harley_quinn2.0

    Target too.

  • morenYAHdelsur

    Walmart too LOL.

  • morenYAHdelsur

    Why is ours labeled “ethnic”? I get where you’re coming from, because it doesn’t seem that serious, but trust THEY always have their reasons for labeling…

  • Look@m3

    I was waiting for dome one to say something about this. Walmart is infamous for this.

  • SoChlo

    CVS is the worst! I hate their layout, the checkout lanes, the lack of staff, and the prices.

  • Yoni

    I would love nothing more than to open my own hair store……just like the two young ladies (ages 19 and ‘I forget the other age’) in California.

  • Unita Lucinda “Lucy” Freebush

    ???

  • Mz. Nisha

    It doesn’t matter what it’s called we’ll have an issue with it. I don’t mind it being separated out as it allows me to easily identify with new products made specifically for my hair type.

  • Alicia.Ashe

    True

  • Low E. {CIRCA 1908}

    It won’t benefit Shea Moisture to move to another section of the store where their customers can’t find their products.

    I KNOW EGGS ACTLY WHERE TO FIND SHEA MOISTURE…

  • Yoni

    the checkout lanes, the lack of staff, and the prices.
    _______________

    Sounds like Walmart.

  • harley_quinn2.0

    I rarely go to Wal-Mart but I believe it.

  • Unita Lucinda “Lucy” Freebush

    Where’s the “bloop” now? ?

  • Alicia.Ashe

    That was awesome.

  • Saharabutnotdry

    IDC! I have gorgeous hair and the yt shit don’t do it for me anyways . They need stuff to beautify their limp frail locks ,I don’t .
    Not offended

  • Unita Lucinda “Lucy” Freebush

    Wal-Greens is KILLING IT! Half the aisle = 1/4 length of the store. Top to bottom. I had so much to choose from I felt like Ciely asking Shug, “What’s we gone do?”, once they found all the letters sent from her sister in Africa Mistuh had hidden.

  • Unita Lucinda “Lucy” Freebush

    True

    Har LAY!

  • http://www.facebook.com/lisa.daniels.7311 Lisa Daniels

    Walmart wants you to use self check output if you forget to scan something they call the cops on you.

  • Saharabutnotdry

    PS : Mexicans have their own products in the end of the aisle too ( smaller space ) , they are unbothered .
    Move on ..

  • Dr.Rue

    My hair is natural so I notice a lot of the natural hair products are within the ethnic aisle section next to the S-curl texturizers and what not…this is where I go lol. The ethnic aisle makes finding certain hair products easier, and actually I do see a lot of White women and men within these aisles too.

  • Renee26

    Love who treats you right no matter the color…I’m unbothered by interracial relationships

  • Unita Lucinda “Lucy” Freebush

    I have noticed in Target some of their products can be found next to Neutrogena and Burts Bees (sp?). Y’all know what I’m talking about.

  • harley_quinn2.0

    Exactly!!! You’ll have your tresemme’s, pantene’s, and garnier’s too. It’s balanced as far as I’m concerned.

  • harley_quinn2.0

    ??

  • Hmmm~?

    Who honestly cares? If they merged the two, then everyone would be complaining that they have to search through dozens of white brands just to find the black ones. It’s fine the way it is. They’re on separate aisles for the sake of convenience, not for the sake of segregation.

  • Yoni

    Shiiiid! Hence why I never use self-checkout. I try to do my part to help keep folks employed.

  • Luv Pitties

    Exactly even the dollar store is getting in on it

  • Sexy CJ

    ************

  • Sexy CJ

    I CHOOSE MY BATTLES……….

  • Sexy CJ

    *************

  • Lig

    How many things are we gonna fight as people of color. Some battles are not worth e.g. this case. Waste of energy, time n resources on something frivolous! Rather we should align ourselves to stand up to major problems in our community!It like saying most Chinese beauty stores only cater to black women needs. It’s a win/ lose situation.

  • harley_quinn2.0

    I sure did go in there and see they had Luster’s and Ampro gel. I ain’t buy it though but I saw it ??.

  • LibraGirlonly

    I wish you would. I don’t shop at Target etc for r my hair care product because I am natural I usually go to the beauty supply sores that carry a variety of product. I don’t like it but what is a girl to do when this industry is not black owned?

  • Kwamella Diquan

    Cosign!

  • Yoni

    Exactly! You don’t even see the hair sto’ ppl frequenting any of our establishments, let alone Walmarts and Targets. And as much as folks advertising their hair and products online, IDK why they won’t just open up a store(s) somewhere?

  • call keke with the nappy hair

    Do you use their stuff?

  • LibraGirlonly

    I have tried other product and I always go back to MAC because it works for me. Sephora makeup does nothing for me and the lipstick dries my lips out. I don’t know of any other products.

  • LibraGirlonly

    Did you guys know that Shea butter comes from Africa? Go figure

  • Tyneshia

    Smh.. When black women settle for affirmations instead of reparations..

  • LibraGirlonly

    Gurllll I saw a mixed race little girl with her black father in Walgreens right. The little girl had her hair down but it was sooooo dry it had static in it. She had a ball spot right in the middle. I wanted sooo badly to pull him to the side and tell him dude please take that chile to a black beauty shop so they can put the moisture back in her hair.

  • imright

    build a bridge ?

  • Fendi

    I’ve seen “ethnic” hair care aisles in stores like Target. It is offensive. Who isn’t “ethnic” besides white people? They’re the minority, so perhaps, their “beauty” products should be labeled “other” as ours are. Half of these stringy haired heifers could benefit from the products we use, especially the ones who bleach their hair.

  • Renee26

    So sad…I know this old couple who adopted a little black child and she had curly ringlets. Before they contacted me they used to pull her hair out trying to detangle it..then they stopped because she cried so much and they let it get matted. I started using hair milk detangling conditioner before braiding it and it made a world of difference.

  • http://totallifechanges.com/PurTEA VanillaCaramel2shotsExpresso

    Isn’t the whole section called health and beauty? I DO NOT have time to look through a bunch of crap that I can’t use for my curl cream, Shea butter, and oils. They better not mix everything up! I don’t have time for it!!! I might mess around and get the wrong stuff!!! ??

  • MissFLondon

    Totally!!! Remember the uproar when, after all of the black support, they ran adverts using clearly non black children. Now they are attempting to make trouble where there is non in order the advertise their products next to Pantene. I will not use this company’s products for this reason.

  • Raquelle Dellaghetto

    Ok.. Damned if you do, Damned if you don’t. At least they stock the item, because that would be another thing to get “upset” about..

  • sunni_daze

    Target….Ethinic is the exact word they use. Yes it’s bothersome and shady but I just don’t buy my products there no need to start battle crying just shop elsewhere

  • Readytochokemothernatureonout

    I buy mine up the street where they always giving me deals n stuff. It’s a little section in stores and the ish is high so I always pass by unless it’s dire.

  • NegraGata

    I read that Shea Moisture had been reformulated for all hair a few months back. If that’s true, then this commercial/complaint it’s really self serving to get “all” people in an uproar. I started using this product about 4 years ago, and was a little sad when I read they were expanding, I figured that would change the composition of the product. So, with that being said, it now belongs in the “everybody” aisle.

  • Rayne

    Well I know for sure at work they are starting to use Vaseline courtesy of muah. I had to tell two or three ppl about those ashy lips hands and elbows crusting over. Sure did. My Hr rep grazed my hands and started feeling up my arms. I know I’m soft. Now lemme get you right. Lol

  • anjanette b

    It sounds pity but if that was your brand u want to be were all the other product are-in that category. And white folks is underhanded u got to check them muthafuc@a’s they always doing shady shi$ acting like there not. Believe me when I tell u Tresemme products are not going to be in a aisle by the chicken. They were right to fight for that. White folks some low down dirty bitc$es.

  • Charallday

    All I gather is that nobody saw Black Girls Rock when this was originally aired? #screwCVS #TEAMWALGREENS

  • side_i

    Same, my “ethnic” aisle is pretty packed

  • Rhyme and Reason

    I think we do sometimes go overboard with calling out every little thing that may indeed be biased or not. But, it’s marketing, and where items are placed is highly strategic. It’s like looking for ethnic foods, they will be together, mole, beans, rice, salsa, etc., or Polish foods will have an isle in stores that cater to diversity. It doesn’t bother me that there is an ethnic section because I’m an in and out shopper, and shop most online, aside for groceries and some staples. What we don’t realize is the resentment our cries are building, when these are the very people you have to look to for jobs and fairness. The racial tension will only intensify. We’re the only group that desperately seek whyt acceptance, and haven’t found our own worth and self-appreciation (true pride). There are disparities, but would we dare open our own major chain of beauty supply stores nationwide, like Sally’s? We sell all (at some point) of the beauty product companies we create and grow with a few exceptions, but still we complain about everything, except ourselves! With our spending power, talented tenth, high-power celebrities, survival skills, educated ones, we are able to teach, home-school, put chains of businesses (for volume discounts on inventory purchases) in our own communities like Spanish-speaking, Asian, Polish, Italian, Jewish, Irish communities, but we don’t! We could really shut-it-down!

  • anjanette b

    Shea moisture was right to fight for that. Them white folks are sneaky. They know there wrong for that. But people that saying that’s not a big deal are not naturals are not even aware that the sell products that are more formulated for your texture hair because it’s not on the aisle its been created to be on. Its sad that black people have to fight for the simplest things, so simple people call it a non issue. But it a issue because it’s white folks being racist.

  • anjanette b

    Damn that. Put my shi+ and the aisle where all the other beauty products are. And stop being shady as hell. Simple as that. But I get what ur saying

  • http://www.facebook.com/lisa.daniels.7311 Lisa Daniels

    They are lazy at Walmart.

  • anjanette b

    White folks hair care take up most of the aisle have u notice, so why not take some of those white folks products and put it on the aisle by the chips sense it’s not such a big hairy deal. It will never happen because those white folks are going curse ur as$ out.

  • MehMeh

    just shop at black owned venues and call it a day

  • MzFutureLCSW

    Word play.
    I get it but I am proud to be ETHNIC and see it automatically as BEAUTY.
    YEAH, I get the word play.

  • missk85

    this video annoyed me. ion even buy hair products from outside the beauty supply too often so I don’t have this issue. I know I have to pick my battles and this aint one of them

  • Monday

    From what I remember, Blacks demanded to have their own section since the ’90’s so it would be “easier” to found products…

    Shea Moisture is looking for attention. Their products don’t work for me…

  • Monday

    I just seen the video..

    It is a pointless video…

  • Monday

    The boxes all over CVS

  • Fendi

    Lol! I love Vaseline!!! I’ve been using it all my life. If her mouth is dry, direct her to eos. It’s a game changer.

    Look at you doing the Lord’s work. I see a raise and a promotion in your future! ??

  • Rayne

    Girl I luh you

  • Fendi

    I luh you, tew.

  • stanhope

    It wouldn’t be such a problem if the “Black” section was as nice and well merchandised as the YT areas. They are not….call Walgreens!

  • Lolalao

    I’m confused. White ppl are ethnic though. We’re all ethnic.

  • stanhope

    That’s like telling Rosa Parks to just take another bus?

  • Rhyme and Reason

    You have a reasonable preference!

  • butchie4ever

    I have to say…i use SheaMoisture shower gel because I have dry skin and it is never in the aisle with the other shower gels…I have to look in 5 different places to find it everytime I go to the store…I usually buy about 4 bottles at a time because I am not sure I will be able to find it the next time I need it…

  • Scroogwap

    Yawn

  • Livelifeatl

    That explains it. I was in Walmart yesterday and I walked past the shampoo aisle and I saw a couple of Shea moisture products and thought that is odd why aren’t they in the black section.

  • http://worldstarhiphop.com/ The Dutchess

    also I compared the prices of Pantene shampoo & conditioner the prices are much higher for products specifically for black people than the non-specific line

  • http://worldstarhiphop.com/ The Dutchess

    same stuff and more expensive to boot

  • JayCee087

    not by federal definition.

  • stanley

    lol who cares

  • Smith Jane

    Depends on the product. The natural hair products are 10xx pricier because they claim to be organic – and everyone knows organic=$$$. The products geared towards blacks, like dark & lovely, the ones filled with harsh chemicals, are super cheap. The same goes for products that are geared towards yt women

  • Smith Jane

    Complain about every cot dayum thing! Yet refuse to take those moments of resentment and create our own shyt! I swear sometimes black ppl irk my dayum nerves

  • Smith Jane

    That’s how “black culture” works too. It’s as if yt supremacy is punishing us for pushing for equality. It’s like, ok, you want equality? Fine. Now everything that you & your ppl create belongs to US. You want our acceptance, our jobs, our business, then you need to forsake your own creativity and space.

  • Smith Jane

    Notice how they only publicize the trivial things that probably a handful of blacks are complaining about – yet ignore the roars that are being banged from coast to coast. There’s a reason for this. They are trying their best to discredit us. So that when we do bring valid arguments and dissatisfaction to the forefront, we’re ignored, or the narrative (that we are a bunch of crybabies) have already taken root

  • S. Williams

    Smashbox

  • Queen B

    Why is there always a damn problem?! ? Ppl complain about every damn thing ? Just grab the products for yo nappy as head and keep it moving

  • Dreamer

    Try using coupons and the Beauty Club. I’ve saved a lot using that method as well as follow a lot of natural hair sites and look for deals. If it is a great one and I stock up. Far as the price go that is all Shea Moisture, not CVS.

  • Dreamer

    Do I like the ethnic hair section as a means of a quick way to pick up? sure and I get the video. Do I like the diversity of the products? No. There isn’t a huge selection depending on the retailer. so far i’ve seen Target have a decent selection, CVS does a lot of BOGO or Buy one, Get one Half off which is good too. Not many black hair care companies want to sell to bigger companies where they lose control of things like distribution and sales. What Shea Moisture did had good intentions but it seems more like complaining and not taking action. They can always try to do what Carol’s Daughter did and open up their own stand alone stores.

  • Shay Oway

    whateva happened to the brand bone straight relaxers?

  • Shay Oway

    I can’t blame a business owner to not stock products that wont sell. Would you? Most is us black/Latino women in my area get our products from a hair special store or Sally’s. I tend to stay away from drug stores regardless because they mark the profits up for them toooo high.
    Ladies, stay away from them dollar store products. ?

  • Rhyme and Reason

    When you’re in a Hispanic or Latino neighborhood, you know it, by the businesses they own! When you go to a soccer match, they are there in full attendance, paying for expensive tickets, parking, over-priced food concessions, etc. When they don’t have much, you see them in the park just about every day, playing soccer ball or volleyball, grilling while being criticized about how many might occupy one dwelling. They’re multi-generational people like other groups, Asians for example, so the whole family parties and celebrates together from great-grands to the babies. So while what people like Trump says is very offensive and unkind, they are living life (not all, but many), not seeking acceptance as much (as us) because they have ownership of goods and services and infrastructure in their own communities (unity), putting their dollars back into their own neighborhoods, have an identity and cultural pride. We can create our own, if we start liking ourselves more, and by being honorable business people we can trust!

  • Allihave2say

    It seems the implication is that “ethnic hair & skin care” isn’t beautiful. The none ethnic products are on an aisle labeled beauty. The message is that we are beautiful too. There are two ways to go here: 1. Keep the ethnic aisle and change the beauty aisle to “white” or 2. keep the beauty aisle and change the ethnic aisle to ethnic beauty. Problem solved.

  • hoochie?

    Sounds like they’re just exploiting the whole situation for their own gain.

  • MsVida

    Ugh no matter where you go cvs is the worst. And who the he** needs a 5 mile long receipt with 10 coupons on it?

  • Yoni

    Hell, I’m lazy at my job. LOL

  • http://www.facebook.com/lisa.daniels.7311 Lisa Daniels

    ??

  • sunni_daze

    No it’s not. It’s just saying spend your money elsewhere.

  • JWLaw

    I had to tell a Sally’s employee to tell her higher ups that it was about time they put the black/ethnic hair care products in the center isle of the store instead of the back corner near the storage room. Black hair is a billion dollar industry & should be treated as such.

  • halimacandy215

    This WHOLE COUNTRY within its /political/cultural framing uses ‘ETHNIC CODED Vocabulary…however,’I do not support this product ….it is not really an natural product for our African hair, but it is a slick hustle! got to give her that..!another AFRICAN SHEA BUTTER product???!, it make little progress in defining an AFRICAN CENTERED product or NOR IS IT geared to black enterprise or black economic independence!!, she still had white boys shooting the camera, if you go black, go black all the way, don’t half -ass!! and why buy this when the African vendors have better natural products !!! heads up natural sisters!!you can not put this in your dreads or sister locks or Nubian locks… it clogs and cakes!!