How Brands Looking for New Audiences Can Avoid Shea Moisture’s Mistake of Alienating Core Fans

Ignore loyal customers at your own peril

Longtime fans accused the brand of abandoning them in an attempt to boost sales. Shea Moisture

Shea Moisture had, by its own account, “really f-ed this one up.”

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.