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Ad Week: Droga5’s First Ads for Shea Moisture Address the Racial Divide in the Beauty Aisle

Shea Moisture is using its first TV commercial, created by its new agency, Droga5, to generate awareness about segregation in the beauty aisle.

With #BreakTheWalls, the brand looking to “highlight the divisive constructs of beauty and move towards the inclusive shopping experience that all women deserve,” according to the company’s release. “There’s an aisle called ‘Beauty’ that does not include all people. It’s something that women have been conditioned to accept as fact, but it’s no longer acceptable,” Emmie Nostitz, senior art director, Droga5, said in a statement.