Symone’ Austin:

Shea Moisture specializes in hair products for kinky, curly and coily hair textures. The

company was started in 1912 in Si-erra Leone by a woman named Sofi Tucker. She made a living by making her own shea butter, African black soap and other products for hair and skin. She would then sale her prod-ucts to her community. The company has grown tremendously since 1912. Shea Moisture is a child of the parent company Sundial Brands. Reported in 2015, the parent company was

valued at $700 million dollars. Sun-dial Brands is owned by Richelieu Dennis, the grandson of Sofi Tucker, along with his mother Marry Dennis and Nyema Tubman. Shea Mois-ture has several hair care lines, each catered to different hair types. They also make various other products in-cluding: soaps, lotions, facial masks, lip balms, lipsticks and foundations. Shea Moisture products are afford-able and can be found in multiple stores including: Target, Ulta, CVS, Walgreens, Walmart, Sally’s Beauty Supply Store, and online.

I chose Shea Moisture because I have been using their prod-ucts since 2012. Many users of

this company are African American women who choose to wear their hair natural. Natural, in this case, means to not use chemicals in one’s hair. I picked their products because they worked amazingly for my hair, were reasonably priced, had a wide variety to choose from, and were easily ac-cessible. I have followed their growth throughout the years. They have started utilizing social media plat-

forms and I follow their Facebook, Instagram and Snapchat accounts so I know about their new releases and discounts. Like many of Shea Mois-ture buyers, we also enjoy supporting the company because they are one of few companies that make prod-ucts for black consumers and remain black owned. I love using their prod-ucts and anticipating their expansion of product lines. I look forward to how they will continue to be innova-tive and grow in the future.

brands. One of Shea Moisture’s big-gest competitors is Carol’s Daughter. Carol’s Daughter was founded in 1993 by Lisa Price in New York. They offer multiple lines to choose from for hair and skin care. Their products can be found at many of the same stores as Shea Moisture’s products. However, in 2014 Carol’s Daughter filed for bank-ruptcy and was bought out by L’Oreal, who has a net worth of $102 billion dollars. While Carol’s Daughter stat-ed they were happy to be connected and supported by such a large com-pany, many of their buyers were dis-appointed to learn they are no longer black owned.

Since the creation of the nat-ural hair movement, numer-ous beauty companies have

begun creating products targeted African American women with curly hair. These include major brands such as Dove, Tresemme and Herb-al Essences. However, the majority of African American women still get their haircare products from black hair companies. There are countless brands to choose from, ranging from small owned businesses to major

Demographics

The primary consumers of Shea Moisture products are women.

Until around late 2015, the primary consumers were specifically African American women. However, when Shea Moisture partnered with Bain Capitol, an investment company, Shea Moisture was given the funding to expand their product lines. They now offer products that will benefit a variety of hair textures including: curly, kinky, coily, wavy, and straight. Nonetheless, the majority of con-sumers are still African American. Shea Moisture also has various skin care lines and cosmetic products. Women of various ethnicities can use these products and Shea Moisture is trying to show that by offering so many different options.

The average age of a Shea Moisture con-sumer is late teens

too around age 35. Shea Moisture products are moderately priced. For example, their shampoos and con-ditioners are priced at $10.99 for 13 fl oz and their hair masques are priced at 12.99 for 12 fl oz. They are not ter-ribly expensive but someone on a budget may not be able to afford them (college students or someone without a current income) and may opt for something cheaper. A typi-cal consumer would need a steady source of income to consistently buy new products.

While they not have a phys-ical store, Shea Mois-ture products can be

found in a multitude of places. They are sold at Ulta, Target, Walmart, CVS, Rite-aid, Walgreens, Sally Beau-ty and of course at sheamoisture.com. So, location does not matter, anyone in America can find Shea Moisture products, they do not do internationally shipping.

Psychographics

The attitude of the typical Shea Moisture users is energetic and thrill

seeking. Shea Moisture is known for releasing new products rapidly with-out much notice. You can be walking in Target one day and see that they have a new skin care line and there goes $20. Users of Shea Moisture products love to learn about the new products. They will go from store to store to find new products. These true fans of the brand of very ded-

icated and supportive about their growth of products.

The interests of a Shea Moisture user include caring about the envi-

ronment. On their website, they state they are “natural, organic, sustain-ably-produced goodness.” Consum-ers love that the products are made with natural ingredients. They do not contain: parabens, phthalates, paraf-fin, mineral oil, DEA, petroleum, form-aldehyde, propylene or synthetic fragrances. Consumers want to feel good about what they are using and know it good for the body and the environment.

Another interest uses of Shea Mois-ture have is woman empowerment. Shea Moisture has certain products that will have a logo that says Com-munity Commerce. This means that 10% of the sales for that product will be donated. The money will either go to businesses owned by women, communities that grow the ingredi-ents used in the products, or to sup-port the Sofi Tucker Foundation. The Sofi Tucker Foundation was created by Sundial Brands, parent compa-ny of Shea Moisture, in 2012 and is named after the grandmother of Richard Dennis, CEO. The foundation gives grants to organizations that aim to empower American and African women financially. On every prod-uct sold by Shea Moisture, you can read a description of Sofi Tucker and how the company started by her. It is great that this company gives back in so many ways and Shea Moistures customers value this.

Relationship to Products

A consistent user of Shea Moisture is a true believer of their brand. They own

numerous products from each of their lines. They collect the products the way some women collect shoes. They do this because they enjoy using them. Every line has its own unique smell and color. The packag-ing is simple yet fun. They are de-signed very well and grab your atten-tion on the shelf. All their branding on their website and social media ac-counts are bright and colorful. They made a smart decision of having an artist draw watercolor representa-tions of each product line, making the brand stand out and seem new, fresh, trendy.

The drawings reflect their use of natural products and goes very well with the brand. A woman can find a use for a Shea Moisture product in any beauty situation. They offer mul-tiple hair care products, masks for your face, facial cleansers, lip balm, essential oils, lipstick, foundation, conceal, body lotion, body wash and more. They offer a solution for any beauty issue; dandruff, acne, dry skin, eczema, dry hair, frizzy hair, thin or think hair, the list goes on and on. Any type of woman can benefit from these products.

Color of the Consumer

Now let us walk through the day of a typi-cal Shea Moisture

consumer. Nicole wakes up at 6:30 am and heads to the bathroom. She washes her face with the African Black Soap Problem Skin Facial Wash & Scrub and showers with the bar of

soap from the same line. She makes a green smoothie for breakfast and heads out the door for work. In her car, she listens to a podcast discuss-ing the new President and how he is affecting the country. She works through the morning and looks for-ward to lunch. Nicole goes to Olive Garden, orders pasta, and checks after Facebook to see what her friends are doing. She sees a trailer for the new Marvel movie coming out and makes plans to see it next week. After work she goes to a Zumba class for an hour then heads home. At her apartment, she cooks salm-on and makes a salad. After dinner, she pours a glass of wine and settles down for the new episode of Being Mary Jane.

Social Media

Shea Moisture has a huge amount of support from its consumers

online and through social media. The hashtag #BreakTheWalls, used in their recent marketing campaign, was used more than 300 million times on social media. Consumers of their products use social media to share their experiences with the products and how they use them. The natural hair community has a huge presence on YouTube and there are many videos that describe differ-ent brands. Women will go to You-Tube to see what people think about new releases from the company and proceed to buy new products for themselves. The target audience for Shea Moisture is dependent on social media to learn about new products and find what they want to try next.

SWOT AnalysisStrengths

-Wide variety of products: Shea Moisture offers a very large collec-tion of products to choose from. They have evolved from their time of just being a hair product com-pany. They are a complete beauty brand with products ranging from hair care, skin care (for women and men), cosmetics, and body wash-es.

-Loyal customer base: Consum-ers of Shea Moisture products are very passionate about the brand. If a customer likes their products, there is no need to go elsewhere. Because of the wide range of products, they can turn to the company to provide all their beau-ty needs.

Weaknesses-Large target audience: The tar-get audience for Shea Moisture is women from ages 18-35. This is a wide audience and it could poten-tially be difficult to reach everyone in this group due to the size.

-Marketing: They use a large amount of social media (YouTube and Instagram) to sell their prod-ucts. They would benefit from more types of marketing. In 2016, they had their first commercial but they haven’t done it since then. They could use billboards, maga-zine ads, social events and more to promote their brand.

Opportunities-Growing consumer base: Peo-ple of different demographics are starting to use Shea Moisture products. With the products now found on the beauty aisle, wom-en of different races now have the opportunity to learn about the products. The skin care items are also placed in the main skin care section of stores which have brands such as Yes to Carrots and Burt’s Bees. People who use those brands will now see Shea Mois-ture’s products and could switch to them.

-Pioneering the industry: Shea

Moisture offers more selections than any of their competitors that target the natural hair communi-ty. This shows their creativeness and drive to provide many beauty solutions.

Threats-Competition from bigger compa-nies: Since Shea Moisture is trying to widen its target audience and sell to women of all races, they will have to compete with bigger companies. L’Oréal is a cosmetics company that has an even wider selection than Shea Moisture and in 2015 had a revenue of $25 bil-lion. If Shea Moisture wants to be included with these major brands, they will have to increase their sales and marketing.

-Low marketing: Shea Moisture has such a solid customer base, they have been able to create revenue mainly from social media and word to mouth. But to diver-sify their target audience they will need to have more innovative marketing strategies.

Unique Selling Point

The major selling point of Shea Moisture’s brand is they use all natural products with organic in-gredients. Society is aware and concerned about environmental issues more than ever. People want to use products that are good for themselves and the envi-ronment. On every Shea Moisture product you can read and learn they do not use harmful ingredi-ents, test on animals, the products are recyclable, and they use natu-ral ingredients. People care about these factors and combined with the fact the products work well, people are attracted to the brand.

Brand Attritbutes

Shea Moisture can be described as fresh, creative, organic, clean, warm, colorful, and fun.

Brand Benefits

The functional benefits are that these products work very well. They have multiple product lines so there are plenty of options to choose from so you are sure to find something that works for you. Also, the prices are at a comfort-able range for the average con-sumer.

The emotional benefits include the package design. Each line has a different color and they pop off the shelves. They are all bright, pastel colors and give off a warm, happy vibe. The use of natural ingredi-ents is another emotional benefit. Society is now conscious of organ-ic products and enjoys using them.

Brand Personality

“Fun, natural, and colorful.” Shea Moisture is constantly re-leasing new products. Their consumers enjoy anticipating finding the new products when they come out and it is like a fun

waiting game. It is apparent that Shea Moisture is all about natural ingredients in their products. Also, Shea Moisture uses a wide range of bright, pastel colors; each one representing a different product line. Their packaging and website utilizes of these colors.

Brand Values

“Made With Love”Shea Moisture has made it clear that they care about the products they are creating. This is a family business for four generations. It started with Sofi Tucker and she passed down her recipes and it has grown into a high successful company today.

“Inclusively Exclusive”Shea Moisture uses rich, organic ingredients and some would con-sider a luxury. However, that does not mean only a certain few can use them. Shea Moisture is allow-ing everyone access to these in-gredients.

“Cultures Cultivated”Shea Moisture uses ingredients that come from around the world. They combine them to create products that connect cultures and form beautiful beauty experi-

ences.

Brand Character

Shea Moisture is an honest, pas-sionate, and hard-working brand. They are very open about what is and is not used in their products. This family business has been run-ning for generations and they care about what they are providing to their customers. They also strive to create a solution to every kind of beauty need. Therefore, they have grown and now offer more than 100 products.

Brand Essence

“Safe and Uncompromising Beauty”Shea Moisture is adamant about providing natural products with organic ingredients. They want

their customers to use only the best ingredients on their skin and hair. They work hard to combine the best materials to aid their con-sumer’s beauty needs.

Brand Voice

Shea Moisture’s voice is soft yet strong, confident yet humble. They are very colorful but they use soft tones. They don’t have to scream to get your attention and yet their presence is still known. They are proud of their history and strongly believe in quality of their prod-ucts. Yet they are not boastful. Shea Moisture just has 105 years of experience in creating beauty products.

Brand Flag

Shea Moisture’s logo is its name written with a script font in brown. Brown completely works for the color of this brand. Shea Mois-ture is all about being natural and fresh, so to use an earthy color like brown fits their brand. To differ-

entiate the product lines, they use pastel colors. These reflects the soft, fun, colorful personality of the brand.

Brand Person

Shea Moisture does not have a set spokesperson but let’s image a good representation of their brand. Solange Knowles is an American singer whose music falls under soul, R&B, and pop. Solange’s imagery from her videos use a softened, muted color palette with many pastels. Her latest album, A Seat At The Table, talks about feminism and creating an inclu-sive society. This is very similar to how Shea Moisture values giving everyone access to their prod-ucts. Solange also proudly wears her hair natural and sports an Afro along with other natural hair styles.