The wall is coming down, but our work has just begun. See why we are breaking down the wall in our short film. #BREAKTHEWALLS

Shea Moisture seems to have ripped a page straight from the Dove handbook of beauty marketing, emphasising that you should love your beauty be it curly, frizzy or kinky, but also added another dimension to the story. In the United States stores often have several aisles of hair products, and there's often a section dedicated to "ethnic products" as depicted in this ad. Now, I personally buy anti-frizz products, argan & coconut oils, Royal Crown hair dressing etcetera. Which means I've walked into the 'wrong' aisle a lot in my life without even realizing it. I've been told it's because I'm Swedish that I didn't know it's the "wrong" aisle I am in, I just love good product and frankly, that's where it is. Breaking down the wall so more people can find what they've been missing out on is a great idea when SheaMoisture now works to expand their market. There's a lot of hair out there that could use a big gulp of moisture and frankly, Dove ain't cutting it. I'm not so sure about the tone, but I am not the core fan market despite already shopping in this aisle. I could give two shits what the signs read as long as I find my anti-frizz and detangling oils. This might be the exact tone to strike, though to me it sounds a little Dove light with an ethnic twist.

Shea Moisture

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.