I recently watched Chris Rock's film Good Hair, and realized that the concept of what is considered "beautiful hair" relates to our discussion with cleanliness.
Cleanliness implies a controlled situation, which usually puts citizens of the industrialized world at ease. Similarly, calm, "relaxed" hair puts those interacting with an African-American woman at ease. They are able to consider her an "equal" because she does not have typical African hair.
This ridiculous notion is being fought by indie-media, but is still prevalent in mainstream media.
The above advertisement tells us that straight hair is beautiful hair. It is entirely probable that the hair of both these women is completely different in texture, but they are discouraged from embracing it because there new, straight hair allegedly makes them beautiful in the eyes of society.
Advertising media throughout history is fraught with ideas that encourage men and women to conform to the American societal ideal (which is, unfortunately, more often than not, the image of a white American). The differences between the races are completely disregarded, and everyone strives to look the same. Instead of emphasizing what makes each of us unique and beautiful, we all mask our differences to conform. Women of color, especially, are seen as wild, and as objects to be tamed, as is evident in the advertisement below:
She is wearing animal print clothing, and is in a position of vulnerability, inviting the viewer to "fix" her. It is important to note her hair: It is not "good hair", and therefore aims to disturb the viewer.
Such images of overt "African-ness" do not put viewers at ease, and therefore are not seen as prominently in the media. The following Chris Rock quote from Good Hair serves as a testament to just how far contemporary society still has to go in terms of tolerance and racial equality: "Good hair is white hair."
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