So yesterday Black Twitter and Black female social media users took @sheamoisture to the chopping block for their most recent campaign, #EverybodyGetsLove I have been reading mixed reviews and feedback from Black women. Most are outraged but a lot are confused, as am I. What @sheamoisture neglected to do as a brand initially designed for women of color, primarily Black women, was to TALK TO THEM. Most of your customers did not know that you have been pushing the inclusive message for some time now, most of your customers did not know of your #BreakTheWalls campaign that positioned your brand among other popular brands outside of just the "Ethnic" aisle (I hate the word ethnic). What you neglected to do was survey your core customer base which is Black women, and ask their thoughts on you implementing this new campaign before you decided to release it. #SheaMoisture failed it's customers because you have not kept them informed and up to date on your direction. As a customer and an Advertising professional I have kept up to date. But most people are not ad savvy. So @sheamoisture shame on you. The outrage exists because your customers are miseducated on your brand's position in the industry. What I WILL NOT rally behind, however, is Black women believing that a product should be solely manufactured, sold and distributed to market solely to Black women. That doesn't make any sense. Wanna know why? Because hair type is deeper than skin complexion and ethnicity. Hair type transcends the color of your skin. People ask me all the time, especially Black people, "What you mixed with!?" As though my hair is not associated with "Black" hair. The purpose of this campaign was to RID of the labels and stereotypes that are designed to put young girls and women in boxes based on their hair type. It was designed to empower women of all backgrounds who struggle with or have struggled with Self-Love and Hair Love. And Black women are not the only women who struggle with that. PERIOD. In conclusion I shake my finger at @sheamoisture for neglecting their core customer base, and I shake my finger at the outraged Black women who decided to be close-minded on the matter. (at Atlanta, Georgia)