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The health and beauty retailer has come under fire for the campaign, which has been criticized for promoting negative feelings towards natural black hair.
A screenshot of the Clicks ad that sparked anger on social media.
JOHANNESBURG – While Clicks said it understood its responsibility to remove prejudice from society, calls continue for the company to explain how an offensive ad ended up on its website in the first place.
The health and beauty retailer was criticized for a campaign that has been criticized for promoting negative feelings towards natural black hair.
The ad shows an image of black hair labeled as dry and damaged while an image of white hair appears with the phrase fine and flat.
This is not only a lack of respect for the lives of blacks, it is also evidence of a lack of representation and diversity within the organization. And we are talking about a South Africa with a population of about 80% of black people (it has to be corrected). No way @Clicks_SA https://t.co/HWtfH40HCY
– Both Tunzi (@zozitunzi) September 4, 2020
It’s an all too familiar occurrence of a large company that runs an ad and then regrets doing it.
Clicks has now apologized after the campaign sparked widespread outrage on social media, with some clients accusing the company of racism.
We would like to issue an unequivocal apology. We have removed images that go against everything we believe in. We do not tolerate racism and we are strong advocates of natural hair. We are deeply sorry and will apply stricter measures on our website.
– Clicks (@Clicks_SA) September 4, 2020
Afro Botanics supplies the retailer with natural products for black hair.
CEO and founder Ntombenhle Khatwane said they were dismayed.
“We are very dismayed and when I saw the ad, I did not understand it because it goes against the values and everything that my business represents. Therefore, I am waiting to hear from Clicks to know what action they are going to take. “
Clicks is now committed to ensuring that its content reflects the diverse voices and experiences of its customers.
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