Now, when I saw the name "Bain", y'all know what I thought of, right? Bane, the villain in that last Batman movie. I'm just saying. And the fact that Mitt Romney is part owner of the company, a rich, white man.... I'm just trying to figure out how this conversation even started. Anyway, my experience in the corporate world is that no one cares about the people, only the bottom line. So let's see how this plays a role in this Shea Moisture ad fiasco.
Black women spend an average of $7.5 billion dollars every year on beauty products. Let that sink in. Seven. Point. Five. But what do people with money want? MORE MONEY!!! If we have loyalty from our black women, how do we expand our territory? Market to them. I'm sure that's how the board meeting went. And then the marketing team came up with that "interesting" campaign for hair products. And WE WENT AWF! Like, seriously. We get it. You want to expand, so you switch up your target audience but at what cost?
I wish that the Shea Moisture executives had put their foot down at that meeting. I wish we didn't know that Shea Moisture thought that black women, who spend $7.5 billion dollars on beauty products, just wasn't enough for them. However, because we told them how we felt, they learned a valuable lesson and will tweak their approach. But....the damage is already done. I will still buy but only when I catch a B1G1 sale to combine with my coupons and can get it for next to nothing.
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