In their first commercial, Shea Moisture is breaking down the barrier between the “Beauty Aisles” and the “Ethnic Sections” in stores. While the products that are aimed at white women fill every single beauty aisle with pictures of blonde women smiling, the “ethnic sections” are only allowed to have a few dusty shelves.
The separation of products between “beauty” and “ethnic” is a reflection of the standards of beauty that many people and corporations still believe. Many people don’t believe that women of color can be beautiful. In the new commercial, Shea Moisture shows that women of color (especially Black women) are tired of being told that there is not a place for them in beauty.
This commercial is monumental because it openly discusses the racism that runs rampant in the beauty industry. It proves that products aimed at women of color belong in the “Beauty Aisle” because we are beautiful too.