Shea Moisture Buy One Get One 2017 -

Loyal consumers felt the ad equated the societal discrimination faced by Black women for their natural hair with minor aesthetic frustrations like "hair color" or "limp locks". This led to viral hashtags like #AllHairMatters and #SheaMoistureIsCancelled.

Later that year, Shea Moisture’s parent company, Sundial Brands, was acquired by Unilever for approximately $1.6 billion. Strategic Impact shea moisture buy one get one 2017

Shea Moisture released a 60-second digital ad featuring three women—one Black woman and two white women (a blonde and a redhead)—discussing their "hair struggles". Loyal consumers felt the ad equated the societal

Within 24 hours, the company pulled the ad and issued a candid apology on Facebook, stating, "We really f—ed this one up". Shea Moisture’s parent company