JCPenney: "We Don't Do African-American Hair"

When Brenda McElmore showed up to get her hair dyed at a local JCPenney salon in Downey, Calif., she probably didn't expect to hear "no." Unfortunately, that's exactly what happened. According to McElmore, the receptionist at the front desk told her, "We don't do African American hair." McElmore says she was "astonished" to be denied service strictly because of her race.

After writing several letters to JCPenney about the incident, a representative responded with an apology, explaining that the "salon's receptionist did not feel [the salon's employees] had the technical proficiency to perform the service required." McElmore was not satisfied with that answer. "If you only want color -- I'm not asking for a perm or a style or anything else -- it doesn't take a special person or a special skill to do that," she said during a press conference last month .

McElmore recently called upon prominent defense attorney Gloria Allred to represent her in a lawsuit against JCPenney. In the lawsuit, Allred charges that JCPenney violated California's Unruh Civil Rights Act, which prohibits businesses from denying services based on race.

Black Hair Flipbook

Black Voices contacted Allred's office and was informed by an employee that JCPenny has yet to respond to the lawsuit; they have 30 days to do so.

This incident raises an important question: "Should hairdressers be equipped to do all types of hair regardless of where they work?"People of all races have unique hair textures, but where do we draw the line? McElmore was not going in for what a white stylist may view as a complicated procedure, such as a perm or weave. She was simply trying to get her hair dyed. Most hair dye that is sold in stores is formulated to be used on all hair types. Though special hair dye, shampoos and products are tailored for each "race" or hair texture, it's safe to say that, for the most part, hair dye does not come in a white, black, Hispanic, or Asian category.

On the same token, some may feel that JCPenney was wise to deny McElmore service because they felt there was a good possibility they could have mishandled her hair. If that was the case, they might have ended up being sued for doing McElmore's hair despite their lack of experience her hair type. It could be argued that the salon was truly in a Catch-22 -- either decision could have resulted in a lawsuit.

Incidents like this make you wonder whether or not the hair industry should remain segregated to ensure quality for each race. Do you believe JCPenney was right to deny McElmore service? Tell us what you think.