Let Them Have Shea Moisture...
We are in an era of hypersensitivity. Everything makes a lot of people mad. Why? Because, we are in an era of heightened racial consciousness. "Not everything has to be about race," "they" say. Yes it does, and yes it will be until the cows come home, people stop being afraid of all Black men and outspoken Black women, everyone leaves Muslims alone, Palestine and Israel are best buddies, Paris is a safe place to be again, White people stop doing dumb stuff in movies, Jesus comes back, and we have at least 4 Black Presidents back to back to back to back. And until then, companies better get with it or literally get lost.
Shea Moisture. As in, moisture extracted from the nut of the African Shea tree, reigning from Heaven primarily, but on Earth, the wild, dry savannah belt from Senegal to Sudan, blooming in 19 countries across the continent. An off-white, ivory colored fat; the ONLY fat I ask God every single day to enter my life and consume me. This fatty nut, most commonly transformed into the most blessed and highly f(l)avored of all butters: Shea Butter, used for cosmetics and food preparation.
Remember the "Hiding the Butters" video? With the Southern White woman expressing her anger at Black people for not putting her on to Shea Butter and Cocoa Butter, because they are truly life changing artifacts and the handiwork of God Himself.
YES WE HAVE SECRETS. PLENTYYYYYYYY! Secrets, including how to create waves on your head, how to cornrow, season food, why we never get anything from the concession stand, sweet potato pie etc. etc. etc. We keep them from y'all because they are ours to have, the few things that we can have to ourselves because y'all know you don't let us do that often...ever.
I say all this to say, if Shea Moisture wants to expand their market reach, let them. I'm all for inclusion when it comes from Pantene, Tresseme, Paul Mitchell, Garnier, Kerastase, Sexy Hair all themmmmm. BUT DANG SHEA MOISTURE, WE CANT HAVE NOTHING CAN WE?! It's like when your mom tells you she'll give you her fried chicken recipe when you get married, but then let's your sister in on the secret when she turns 16. LET THEM FIGURE IT OUT DON'T GIVE IT TO THEM!!!
Forget the ad though, in all honesty, Shea Moisture is trash. Trash. Trash. Trash. Trash. Trash.
We should let whoever wants Shea Moisture have it, because in my experience SHEA MOISTURE DOES NOT WORK ON MOST NATURAL HAIR TEXTURES. Every time a client of mine walks through my door smelling of "Shea Moisture Curl Enhancing Smoothie," it makes me cringe. The smell is distinct, not terrible by any means, but I know it every time I have to smell it. Now, I'm smiling bright looking forward to the POUNDS of residue I'm going to have to comb through for 20 minutes. Their products do not penetrate your shaft, meaning they literally do not moisturize your hair in any way. They sit, and do nothing. Shea Moisture's soap will dry you out quicker than a raisin in the sun, their lotion is literally so thick you cannot get it out the bottle, and the shampoos leave your hair feeling dirtier than when you went to wash it, probably because it's like of all the other products of theirs you've used that sit, and do nothing.
The two products I do like of Shea Moisture is their Jamaican Black Castor Oil Masque and Leave-In Conditioner. They are both way too thin though. For what it's worth you can find a deep conditioner and leave in that are actually the right consistency and put a few drops of JBCO in them - mission accomplished.
The ad was trash, but just the right amount of trash to match their products. Hit me up if y'all want some real branding and product help. Until then, see you on the other side of the Target aisle Shea Moisture ✌🏾
Ashe.
