The Use of Heat Tools In Childhood

Hair product usage in childhood and socioeconomic status have both been heavily correlated among African American girls (Gaston, 2020). African American girls are much more likely than their white peers to use hair moisturizers, hair growth oils, and even chemical relaxers (Gaston, 2020). In attempts to achieve the standards of long hair, many parents neglect the long-term effects in the pursuit of complying with societal standards and cultural norms, often subjecting their daughters to the same fate. African American women are more likely to be affected by the hidden chemicals in these products that disrupt their hormones, especially affecting them when use begins at a young age (Gaston, 2020). 

There is a documented increase in hair product usage between childhood and adolescence, accompanied by a decrease between adolescence and adulthood (Gaston, 2020). This prevalence indicates a parental influence in enforcing societal standards rather than opposing them. Hair growth products have also been associated with early onset signs of puberty and secondary sex characteristics like breasts and pubic hair in preadolescents (Gaston, 2020). The consequences of parents using heat tools on their children are dire and also not fully known or talked about. Advertisements emphasizing the long-term dangers and racist history of could be beneficial in reducing the number of parents willing to use heat tools on their daughters. Currently, there are not enough studies on women’s health, especially black women, so a deep dive and public service announcement for curly-haired mothers can impact potential usage.

Audience Analysis & Methodology

Black women in the United States face the complex and astute reality of sexualization (Layne, 2016). This reality is normalized by the racial fetishization of Black women, and its prevalence even within adolescent and pre-adolescent-aged girls (Layne, 2016). In addition to this, black girls are often forced into being adults and seen as more mature in comparison to white girls of the same age. Many Black girls are also forced by societal pressure and expectation to grow up faster, in terms of wearing makeup earlier, and getting their hair done at a young age (Layne, 2016). This translates to a generational cycle of mothers straightening their children’s hair rather than embracing their natural patterns. This could be due to a general ignorance of the dangers of hair styling in youth or the history of beauty standards. 

I’m going to create a Facebook advertisement for mothers with curly-haired children. It is important to address the root of the problem, a racist history, and the continuation of the cycle and practices. The advertisement will include the health effects are well as a simple historical synopsis informing mothers of what they might not have known. There will also be alternatives documented; mothers are busy, and they might just take the easier option of straightening their children’s hair. Alternatives will include simple braid styles and child-safe hair creams. A Facebook PSA is the best way to reach this audience, as it is the most popular among parents, and the demographic is more likely to read some slight text and be drawn in by an eye-catching image. 

References

Gaston, S. A., James-Todd, T., Harmon, Q., Taylor, K. W., Baird, D., & Jackson, C. L. (2020). Chemical/straightening and other hair product usage during childhood, adolescence, and adulthood among African-American women: potential implications for health. Journal of Exposure Science & Environmental Epidemiology, 30(1), 86–96. https://doi.org/10.1038/s41370-019-0186-6

Layne, P. (2016). “Schwarz ist in”: Racial Fetishism, Sexuality, and Black Masculinity in Lothar Lambert’s “1 Berlin-Harlem.” German Studies Review, 39(2), 335–352. https://doi.org/10.1353/gsr.2016.0075