Disney is getting a lot of backlash after it dropped the trailer for its new live-action remake of the beloved film Moana. Fans are accusing Disney of whitewashing the character, specifically by straightening her hair.
In both animated versions of the films, Moana and Moana 2, the title character is known for her long curly hair. It’s almost as if her hair is its own character. Walt Disney Animation Studios even went so far as to create a new technology, the Disney Bend Model and approval process, to solve for “the levels of complexity in hair interactions” due to the movie featuring “characters with long curly hair interacting heavily with both the characters and their environment.”
But after going through such great lengths to get curly hair right for Moana and other characters, the live-action trailer showcased a Moana with long straight hair, that was curled with curling tools at the end. Adding even more frustration to the situation, the actress cast, Catherine Laga-aia, has naturally curly hair, much like Moana’s.
Fans have taken to Reddit and social media to share their disdain and frustration with Disney’s choice.
One commenter on Reddit was most upset of the message the straight hair seemed to send. She shared, “It’s definitely disheartening. It’d be one thing if the actress had naturally straight/wavy hair that needed some extra curls, but her hair is naturally curly. It seems like they straightened it then wand curled it. It once again sends the message that curly/coily hair is undesirable and something that needs to be hidden and corrected.”
Another felt like the move was a blow to representation, which is already scarce: “I think it’s absolutely awful.It sends a strong negative message that natural hair is not acceptable, especially to POC. And it’s a crime against all the little girls who look up to Moana because she has natural hair.”
Another woman who is of Pacific Islander heritage, similar to the character Moana, talked about having cried when she first saw the trailer. She shared, “I just don’t understand why they made that decision. And I know she’s just a fictional character, but this is a fictional character that means so much to many in our Pasifika community.”
There are two important lessons all brands can learn from this choice and the backlash from it.
Representation and Cultural Nuance Impact Consumers On a Deep Level
Representation matters. And it matters especially for people from underrepresented and underserved communities that don’t often see themselves in media and marketing.
When consumers do find that representation, they often connect deeply with the imagery, and it takes on deeper meaning than for someone who sees them represented more often.
Representation is a major way that brands answer a fundamental question that all consumers are answering either consciously or subconsciously when it comes to evaluating whether or not they will engage with a new product or brand: is this product, service, or experience, for ‘someone like me’.”
And when that representation is removed, it leaves a void. It stings more. That’s what’s driving so much reaction and disappointment. People saw the impact the curls of the character had, and they are lamenting the fact that they’ve been taken away.
In addition, Moana’s hair had cultural significance. It was just a choice to cast a curly hair to play the lead character, like brands might do for an ad. The hair was about representing the Polynesian community authentically. Removing the curls feels like erasure of a part of their identity.
Not only is representation gone for the community, but authenticity has left the building as well.
As a brand, it’s important to know that the people you want to serve need to see themselves and or who they aspire to be reflected in the visual imagery your brand puts forth. And when they don’t see themselves, or they see an inaccurate or inauthentic portrayal of the way they see themselves, then it sends a signal that the brand isn’t really for them.
Communication Gaps Leave Questions Consumers Start To Answer For Themselves
Another issue for consumers, is that they don’t understand Disney’s decision for the change in Moana’s hair.
Previously, Disney took time to explain all they went through the get Moana’s curls right. And although unverified claims have been circulating online about the live-action Moana’s hair being straightened, was because of styling and production reasons.
Whatever the reason, without any comment or official word from Disney, consumers make assumptions. They interpret their own meaning and intent. And that can be dangerous ground for a brand, if what consumers assume is different from your official story.
When it comes to representation and matters that connect to cultural significance, if you end up making changes to something consumers have latched onto, communicate. This is especially for changes to elements that holds such meaning to your customers. Communicate not only the changes, but the reasons behind them.
When consumers tell you something matters to them, believe them. When they tell you something feels off, listen. And when you make changes to culturally meaningful elements of your brand, explain them—clearly and early.