ONTD Political

Race & Hair in Brazil: "No Cadiveu, Yes Natural"- CURLYNIKKI Guest Blogger

6:35 pm - 01/18/2013
by Marques Travae of Black Women of Brazil

Cadiveu, eu precisoeu preciso...
Sign: “eu preciso de Cadiveu (I need Cadiveu)”

In several of our blog posts over the past 14 months, we have given consistent examples of how the aesthetic and image of the black woman is overwhelmingly devalued in Brazil. From outrageous song lyrics that denigrate physical attributes of black women, media ads that play on centuries long stereotypical images of black women’s sexuality, to the consistent racial insults such as “macaca (monkey)” and job discrimination, there is simply no way to deny the deep seated racist, sexist tendencies that regularly attempt to denigrate the very existence of black women in Brazilian society. But what’s amazing is that these insults and forms of disrespect don’t cease and always evolve into new methods of updating these attacks. So, in reality, this latest scandal should come as no surprise. But still…

Recently, it seems that the Cadiveu Brasil line of hair products saw it fit to use the example of natural, afro textured, curly/kinky hair to promote the necessity of women with this type of hair to use their product. In an ad campaign, various people were photographed using huge afro wigs and holding a sign that says “eu preciso de Cadiveu (I need Cadiveu)” clearly provoking the idea that this type of hair needs to be “treated” or “fixed” with Cadiveu’s products. As we have shown in previous examples, hair texture is a HUGE issue in Brazil for women who don’t possess the type of hair (straight) that fits into Brazil’s very Eurocentric ideal of beauty. Over the years, countless campaigns, seminars, lectures, essays and books have been addressed the self-esteem issues of persons of African descent that don’t have long, flowing hair. And along comes Cadiveu, like other brands before them, demonstrating EXACTLY why these issues exist.

Black Brazilian women were quick and straight to the point in denouncing this latest attack on their image. Below are a piece and an excerpt of a piece by Winnie Bueno and the group Meninas Black Power.  Between Winnie's and Meninas Black Power's pieces, are a few of the photos posted in the “I don’t need Cadiveu” mobilization drive.

Caption: "No Cadiveu, Yes Natural"

"When I was little, quite a little girl, I wore my hair braided. Tied down. I would always panic going to school without my hair being braided, although my mother always worked a lot on the construction of my identity as a black woman, I had a lot of trouble with my cabelo afro (African textured hair). As a teenager I started to wear my hair loose at the cost of a lot of chemicals (sodium hydroxides, guanidine hydrochloride and so on) and I lost a lot of hair, until finally I understood that I could only change my history, that of my cousins ​​and my future daughters when I freed myself, when I was free of the “dictatorship of straight hair.”

Jackelyne Michele (posted)
Caption: Não precisamos de Cadiveu (We don't need Cadiveu)

Imagine then, my indignation when I come across a photo of a cosmetics company in which a white girl wearing an afro wig and carrying a sign that says: “eu preciso de Cadivéu (I need Cadiveu)”. In (these) times of Facebook, where thousands of young black women are building their identity and with great difficulty coming to understand that they don’t need to straighten their hair, they don’t need name brand straightening irons to feel good about themselves.

Nós não precisamos de Cadiveu (We don't need Cadiveu)

Cadiveu did a disservice to women with this propaganda. Cadiveu showed in a photo how racism has profited at the expense of the self-esteem of black women. It demonstrated how European the standards of beauty are and how it imposes even upon black women who are in the media a Caucasian standard of white features and which is not naturally their own, using our anxieties for profit. It’s not a problem that black girls want to have their straight hair; the problem is when it becomes an imposition. The problem is when the only way to understand is beautiful with her hair stretched (straightened). The problem is when girls panic at (the sight) of their natural hair, the problem is having to escape the rain from fear of revealing the real essence of their hair.

Fernanda Rodrigues de Miranda
Caption: "I don't need this Cadiveu shit, and neither straightening of any way: I LOVE MY AFRO"

My hair has a history, it carries in its roots the marks of a warrior people, my hair, like me, is free, has attitude and has life. It doesn’t need the marks of the straightening iron like my body doesn’t need the iron marks of slavery. We say no to Cadivéus that insists on imprisoning us. We are cabelo duro (hard/thick/nappy hair), we are crioulas doidas (crazy niggas or black women) we are black power (1)."

Source: Read the rest of this entry at Culry Nikki's blog!

Sorry for the bad source link, mods!
tabaqui 19th-Jan-2013 03:53 pm (UTC)
Wow, that 'you need this hair-care product' campaign is just...fucking gross.
mentalguru 19th-Jan-2013 05:22 pm (UTC)
mercystars 19th-Jan-2013 06:32 pm (UTC)
soleiltropiques 20th-Jan-2013 11:19 pm (UTC)
...Holy heck is it ever.
emofordino 19th-Jan-2013 04:33 pm (UTC)
eu não posso com Cadiveu. estas senhoras são ferozes!
margerydaw_s2 20th-Jan-2013 03:23 pm (UTC)
Love this comment.
seishin 20th-Jan-2013 07:02 pm (UTC)
A+ comment. :D
silver_apples 19th-Jan-2013 06:30 pm (UTC)
Those aren't even good wigs in the first pictures. But I guess they wanted the hair to look bad/stupid.

The women with natural hair all look gorgeous.
littlelauren86 19th-Jan-2013 08:52 pm (UTC)
The campaign against it is just amazing. I love how they flooded the company's facebook page too with positive messages.

Edited at 2013-01-19 08:53 pm (UTC)
lickety_split 19th-Jan-2013 08:56 pm (UTC)
communion 19th-Jan-2013 09:56 pm (UTC)
in b4 hair like hermione comments
lickety_split 19th-Jan-2013 10:22 pm (UTC)

devetu 20th-Jan-2013 01:17 am (UTC)
zemi_chan 20th-Jan-2013 01:22 am (UTC)
Gah, I came in late to my own post! D: I guess the hair talk thing didn't take off.
kitanabychoice 19th-Jan-2013 11:23 pm (UTC)
Fuck you guys, my afro is tres awesome.
blackjedii 20th-Jan-2013 12:04 am (UTC)


David Luiz's hair is always relevant okay

Edited at 2013-01-20 12:05 am (UTC)
jenny_jenkins 20th-Jan-2013 01:52 am (UTC)
Sideshow Bob!!!

blackjedii 20th-Jan-2013 01:59 am (UTC)
I still don't know why Chelsea is not playing him as a winger it is his obvious calling
jenny_jenkins 20th-Jan-2013 02:23 am (UTC)
I hope he has a terrible game tomorrow because of reasons

But other than that - I ADORE him. He's SO adorable. Seen the prayer thing he does with Torres sometimes? Adorbs. Him and Oscar are my secret faves on that team.

north london is red
blackjedii 20th-Jan-2013 02:26 am (UTC)
Hehe. You know that's about 90% of the reason that Torres can score - blessings from Luiz and all.

Also yeah. I would rather see a Chelsea defeat than an Arsenal win. And I want to see Roman's bitter, bitter tears that Pep ditched him for some Germans
jenny_jenkins 20th-Jan-2013 02:34 am (UTC)
It would cap off a splendid week!
blackjedii 21st-Jan-2013 01:43 am (UTC)

could be worse though

could have gotten woned in Fergie Time >.>
jenny_jenkins 21st-Jan-2013 02:25 am (UTC)
Oh BB!

You're so sweet to me!

*bursts into tears*



WTF does Wenger do in his half-time talk? And why the fuck doesn't he give it BEFORE the game starts and not after we've fucked everything up.


They sang "mind the gap" at us! Those evil Blues!
blackjedii 21st-Jan-2013 02:29 am (UTC)
I think that was a case of the snow getting them both but ah well - he handled the yellow card well unlike Mata's little snitfit and WTF Mata you're supposed to be the happy one!

Find solace in the fact that you did not spend 50 million on a hit-and-miss striker who has again shorn off his Magic Blonde Hair and...

it could have been worse

they could have sung Thompson Twins
jenny_jenkins 21st-Jan-2013 02:31 am (UTC)
we bought andriy fucking arshavin and except for THAT one good game he is crap we couldn't even give him away for free and what does Wenger do when we are down he sends him on i don't understand how his mind works

No. You're right actually. Nothing will ever top the Torres drama!

I love how the minute he starts scoring they start booing him! Boy can't get any love. He should go back to Atleti and have his ass kicked twice a year by Madrid, as nature intended :P
blackjedii 21st-Jan-2013 02:35 am (UTC)
Eh idk I think Chelsea fans are so used to drama when things are going well they are fully expecting an out-and-out upheaval or something. I still don't get why Roman and company are not coming to Lampard's door EVERY SINGLE NIGHT to serenade him and beg him to stay. Geez.

Did Luiz even play today? he seemed noticeably absent to me but to be fair I lost interest in that game once I realized I could use my laptop again




jenny_jenkins 21st-Jan-2013 02:43 am (UTC)
Poor ickle Marin (the subject of a bromantic post in Ozil's comm only yesterday, as it happens! And apparently very friendly with Torres...)

Anyway - he had his debut and was nearly sent off in the second minute and then was removed at somewhere around 55 minutes. And the team lost. Not very good.

But he did come on. I felt a strange hatred for him for a few minutes, but it passed, it always does!

As for Luiz...I don't remember him at all, actually. I hope he's not injured!
blackjedii 21st-Jan-2013 02:49 am (UTC)
I just remind myself that while he may wear blue, he does have a pug and dudes with pugs are d'awwwworthy. Dudes with bulldogs are very strong cause those things are mini-tanks.

I remember not seeing Poldi at all and he had the flu or something so that's possible. It's just - you know, you do not NOT see Luiz when he is present.

At least I got to see the Liverpool-Norwich game last night. That was quite a show.
jenny_jenkins 21st-Jan-2013 03:29 am (UTC)

We start by talking about Luiz, we end up talking about adorable puppies. I think adorableness follows him around.
blackjedii 21st-Jan-2013 03:31 am (UTC)
Ozil's dog is surprisingly fit! And has long legs what


sky3205 20th-Jan-2013 02:18 am (UTC)
gurllll there was a guy in my high school that was sideshow bob twin. I need to find his fb
san 21st-Jan-2013 01:37 am (UTC)
I will never get over how adorable he is. His twitter gives me LIFE.
blackjedii 21st-Jan-2013 01:42 am (UTC)
There are few things I like about Chelsea!


David Luiz is like a bright sunbeam of happy trollness that makes everything bearable and slightly silly.
jenny_jenkins 21st-Jan-2013 02:28 am (UTC)
That pic of him, taking the pic, next to that really weird statue - oh God!

I have it saved. On my frigging desktop.
natyanayaki 20th-Jan-2013 12:45 am (UTC)
It really pisses me off that throughout the world, black women are shamed into modifying hair texture. I'm all for women doing whatever the hell we want with out hair, as long as it's what we want/desire, but cultures essentially coercing and programming little girls to think that their natural hair isn't good enough...it's just disgusting. Frak the Cadiveu line, that haircare line should be shamed for using abusive tactics.
zemi_chan 20th-Jan-2013 01:22 am (UTC)
abiding 20th-Jan-2013 10:59 pm (UTC)
karma_aster 20th-Jan-2013 01:15 am (UTC)
Why the hell would anyone have a problem with these ladies's hair? They're fierce and gorgeous! There's not a thing they need to change!
zemi_chan 20th-Jan-2013 01:24 am (UTC)
BTW, for those who are interested, Cadivue's FB page was brimming with glorious comments last I checked. The curly girls are not having any of this!
moonshaz 20th-Jan-2013 12:26 pm (UTC)
...various people were photographed using huge afro wigs...

Ugh. I don't think those things even deserve to be called afro wigs...they're like the ugliest possible CARICATURE of an afro, really gross and insulting to anyone with that hair type. *gag*
betray802 20th-Jan-2013 12:59 pm (UTC)
It takes me back to one of the Brady Bunch movies, and Marcia going to the dance with that GINORMOUS wig. I remember seeing that scene in an early trailer and I just went "Oh hell no. File that under Movies I Won't Be Seeing."
soundczech 20th-Jan-2013 05:16 pm (UTC)
I'm old enough now to understand that there's a whole mess of awful racist history beneath it, but when I was a kid I could never understand why some people were so against their curly hair when it was clearly SO DEEPLY AWESOME
seishin 20th-Jan-2013 07:31 pm (UTC)
I dont understand why companies think that insulting potential customers and making them feel insecure about their fucking AWESOME hair = surefire way to boost sales.
natyanayaki 20th-Jan-2013 10:05 pm (UTC)
Probably because the shaming has worked for centuries?? :-(
blackjedii 21st-Jan-2013 01:44 am (UTC)
Dude like, 90% of the reason women shave their legs in USA at all is because razorblade companies made bare legs sexy

Just think of all the cuts and burns that they are responsible for!!
abiding 20th-Jan-2013 10:58 pm (UTC)
Yeah, fuck that shit. I'm very happy being natural.
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