Whether you agree or disagree with the racism outrage of Shea Moisture’s ad, one thing is for sure…. their apology was pretty darn close to perfect. Forget what happened and look at the apology from facebook:
Wow, okay – so guys, listen, we really f-ed this one up. 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. You guys know that we have always stood for inclusion in beauty and have always fought for our community and given them credit for not just building our business but for shifting the beauty landscape. So, the feedback we are seeing here brings to light a very important point. While this campaign included several different videos showing different ethnicities and hair types to demonstrate the breadth and depth of each individual’s hair journey, we must absolutely ensure moving forward that our community is well-represented in each one so that the women who have led this movement never feel that their hair journey is minimized in any way. We are keenly aware of the journey that WOC face – and our work will continue to serve as the inspiration for work like the Perception Institute’s Good Hair Study/Implicit Association Test that suggests that a majority of people, regardless of race and gender, hold some bias towards women of color based on their textured or natural hair. So, you’re right. We are different – and we should know better.
Thank you all, as always, for the honest and candid feedback. We hear you. We’re listening. We appreciate you. We count on you. And we’re always here for you. Thank you, #SheaFam, for being there for us, even when we make mistakes. Here’s to growing and building together…
To me, it’s personal, real, and 100% apologetic to their target audience.
Shea started with a relatable, “wow… we f-ed up.” Admitting the issue is actually their mistake, not a perception issue, is first and foremost.
Next, it explained what they were trying to do- include all ethnicities over a several video spots.
Then they apologized again.
Shea capped it off with multiple thank you’s, “we’re listening”, and a very polite, positive sendoff that everyone can relate to, “Here’s to growing and building together.”
So freakin well done, Shea Moisture. The apology is as close to perfect as I’ve ever seen, though your target audience doesn’t agree.