SheaMoisture’s #BreakTheWalls Commercial Shows How ‘Ethnic’ Hair Products Are Segregated in Stores

#BreakTheWalls commercial

Walking down the beauty aisle in stores like Wal-Mart or Target is always an interesting experience when you’re a black woman. You quickly notice the “ethnic” hair-care section, which is always either in a different aisle from the “beauty” products or all the way at the end of the same aisle.

Up until a few years ago, you’d be hard-pressed to find a brand like SheaMoisture prominently displayed in certain big-name stores, but slowly, not only are its products being sold, but so are countless others. But why can't the products be in the “beauty” aisle?


In its first-ever commercial, SheaMoisture partnered with several black YouTubers to start the #BreakTheWalls campaign, which aims to shed light on this issue of product placement.

Take a look at the commercial below and remember the last time you paid a visit to a department store and where its “ethnic” hair-care products were placed. Notice, at the end of the commercial, the voiceover proclaims that SheaMoisture products are now found in the “beauty” aisle.

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