Today was the launch of the SheaMoisture #Breakthewalls campaign and all types of life was given after watching. Finally, someone is addressing nationally what most of us have been thinking all along. SheaMoisture is tackling the issue of segregation in the “beauty” aisle by calling out what, as a woman of color, you probably experienced. Rows and rows of products for what is considered mainstream “beauty” and just a tiny dark “ethnic” section of products left for us to choose among. The main goal of the campaign is for all women to feel represented when they peruse products.
Breaking down the walls is about making beauty accessible to all and having access to products that actually work for every hair texture – Richelieu Dennis Jr, CEO
Although the rise of the natural hair movement has brought about way more product choices for naturally curly and kinky textures than before, our products are still often labeled “ethnic” and pushed to another aisle, sometimes hard to find. Target has been successful in pushing products to the front of the aisle for customers to easily access while walking through the store. Miss Jessie’s was one of the first natural brands to claim that stake as well a few years ago. But I’m looking forward to seeing more stores like CVS and Walmart move forward with this push. There are several products and brands not labeled “ethnic” or multicultural” that work just as well as those products considered strictly for natural hair.
Set to air as SheaMoisture’s first national TV commercial during BET’s Annual Black Girls Rock Awards Ceremony, I couldn’t think of a better way to make a statement. Even smarter, SheaMoisture teamed up with some of our blogger favorites like @Maghoganycurls and @Naptural85 for the commercial. Look closely and you will see (and hear) them. Watch the full video below!
What do you think of the SheaMoisture #Breakthewalls campaign? Comment and let me know!