Not so smart Shea Moisture

So hmm, Shea Moisture made a business decision to expand their target market. What they probably didn't do what assess their current niche market well enough. In black haircare black women have buying power and brand loyalty. For us when we find something that works we become brand advocates and the cost of switching is high both monetarily and via the impact of setting back our hair goals if a different product doesn't work. Lesson, listen to your core consumers.

It's an interesting move because general market hair care is a congested category with high competition and low barriers to entry. Same with black haircare but on a smaller level. You have products that range from salon exclusive products to DIY at home. They were a major player in black haircare, they will be a smaller fish in general market. Surely expanding their target market would grow their top line but at a risk. They risked their core audience with low switching behaviors, high brand loyalty, and strong consumer passion, for an unknown. Who knows if bottom line growth could have been achieved due to the increase in trade costs at retail to get on premium general market shelves!

I think expanding their product suite and marketing in a transparent way would have served them better. They could have taken a "House of Brands" approach versus a "Branded House". Also changing the formula and moving far away from their origin "story" just feels fake and that doesn't fly anymore. I think the ad they released recently was tone-deaf. It literally ignored the audience that got them where they are today. If I was unfamiliar with Shea Moisture, I wouldn't think it was for me at all.

The issue businesses face these days is consumers have a voice. When the products come with an emotion attached (black hair!) that voice will be passionate. Any press doesn't always equal good press these days and I'm not sure what their consumer research told them in terms of what the general market opportunity realistically looks like for them.

Some days I miss CPG marketing. Other days I'm glad I don't to deal with that spiderweb! I'm still a marketer though and we could all learn lessons from how Brands are making business decisions and engaging with consumers. One thing's for sure, LISTEN TO YOUR CORE CONSUMERS!

As a heavy consumer in the black haircare category, I'm a fan of Taliah Waajid on me and my daughter's hair!