In their new ad, the brand highlights the ways in which the industry neglects Black women, while sending a simple message: #BreakTheWalls of the beauty industry. The ad aired during BET’s broadcast of Black Girls Rock! and depicts subjects being forced to shop in the “Ethnic” aisle in order to find products.
“We just have been conditioned to go to the corner and find our spot where we’ve been placed,” recites the ad. “There’s a section called ‘Ethnic,’ and there is an aisle called ‘Beauty.’”
At the ad’s closing, the predominantly White “Beauty” aisle falls down to reveal Shea Moisture products, while a voice-over proclaims:
“We’re Shea Moisture, and now, we can be found in the beauty aisle — where we all belong.”
Watch the powerful commercial in the video up top.