Shea Moisture Is Back at Breaking Down Barriers With Its Latest Video

“We make 150 products for every kind of normal,” hair care company Shea Moisture proclaims in its powerful new video “What’s Normal?” In the video, women of myriad ethnicities and ages proudly flaunt their natural hair, which ranges from tightly coiled and spiraled to wavy and straight. The 60-second film is part of a bigger campaign and is the second phase of a movement that started with the brand’s phenomenal #BreakTheWalls campaign, according to a press release, which was launched to “spark meaningful conversation and action toward true inclusion and a more empathetic mindset in the beauty industry and our society, which includes bringing down both literal and metaphoric walls.”

For the “What’s Normal?” video, developed by award-winning agency Droga5, the brand brought together prominent beauty vloggers, including Naptural85 and StyledByAle, along with “everyday women who have made headlines for defending their hair in the workplace, including Sgt. Jasmine Jacobs, who petitioned the U.S. military to change its policy banning natural hairstyles, and meteorologist Rhonda Lee, who was fired from the ABC affiliate in Shreveport, La., for responding to a comment about her natural hair.”

Shea Moisture empowered the women by giving them an outlet to share their points of view on what is considered to be “normal” hair in beauty industry, especially regarding hair type, texture, and style. “You can’t live in America and not be aware of the double standard when it comes to beauty,” a woman states in a voice-over, as the camera pans across a shelf filled with bottles of shampoo and conditioner “for normal hair.” “I don’t think an industry should define what’s normal,” one woman says, and another puts her finger on the on the issue, stating, “Normal hair is the hair that grows out of your head.”

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It is Shea Moisture’s mission not only to raise awareness about the beauty industry’s neglect of hair diversity but also to promote inclusion by manufacturing products that address the varied needs of women with all kinds of “normal” hair. The brand has spent three decades catering to the needs of women with various hair types by developing “new formulations” and introducing “more culturally relevant ingredients” to its product line.

“We are constantly iterating on our approach to what are considered ‘industry’ standards and what we hold as ‘our’ standards — testing, learning, and growing as we work to serve her better,” said Richelieu Dennis, founder and CEO of Sundial Brands, the parent company of Shea Moisture. Part of this testing includes partnering with Perception Institute, “a consortium of social psychologists and strategists who use research on how our brains respond to differences in race, ethnicity, and gender,” to study biases linked to hair.

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Through hundreds of studies, the institute has determined that implicit biases based on stereotypes of racial and ethnic groups undoubtedly exist. It has now conducted a first-of-its kind hair study measuring the implicit biases linked to hair — particularly hairstyles worn by black women. Using insights provided by Shea Moisture’s hair and beauty experts, Perception Institute created the first-ever “Hair IAT” to “measure whether implicit bias against black women’s natural hair exists.” It has also conducted a survey to gauge the public’s attitude toward “the beauty and professionalism of black women’s hair styles.” Findings from the study, which is based on a 4,000-person national sample, will be released in the coming weeks, says the company.

In addition to the one-minute video, the “What’s Normal?” campaign includes the launch of the first hair recognition tool of its kind, “Good Hair Day,” on Shea Moisture’s website. Once the user uploads a picture or selfie to the site, the tool automatically identifies the user’s hair type and offers personalized hair-product recommendations. “Through a brief three-step process, the tool then matches the user with a custom hair care regimen tailored to her specific hair needs around maintenance (cleansing/conditioning); treatment (restoring/renewing); and styling (shaping/ finishing),” according to the press release.

“Good hair days start with great hair products,” proclaims Shea Moisture on its YouTube page. But as one woman in the video says, “All hair is good hair.” If Shea has its way, all days will be good hair days too — for everyone.

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