In 2017, Shea Moisture faced a major brand crisis following a controversial advertisement that led to widespread backlash from its core African-American customer base. Executive Summary of the 2017 Controversy
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". shea moisture buy one get one 2017
Later that year, Shea Moisture’s parent company, Sundial Brands, was acquired by Unilever for approximately $1.6 billion. Strategic Impact In 2017, Shea Moisture faced a major brand
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