The ambivalent role of Beyoncé’s Cécred in the Third-Wave Hair Movement

Abstract

[eng] This paper explores Beyoncé’s hair care, Cécred, and its engagement with the so-called “Third-Wave Hair Movement” (HMIII) (Cruz-Gutiérrez 2017). First, the importance of hair, community, and African heritage will be remarked. Hence, Cécred’s commitment with Hair Politics will be analyzed, through social media interactions, as fostering “participatory culture” (Jenkins 2009) and the embracement of “safe spaces” (Collins 2000). However, Cécred’s approach will be read as commodifying the HMIII, as marketing strategies and target public clash the with the HMIII’s commitment with African heritage. After analyzing the Cécred’s ambivalent character, the focus will turn to public opinion about Cécred and Beyoncé due to the brand’s compromised position both glorifying and commodifying natural hair.