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The reaction to the Clicks announcement has seen the #clicksmustfall trend on Twitter.
Twitter / Mamohato Palesa Lebona (@ MmaBasotho7)
- South African women have joined in #clicksmustfall to post photos celebrating their natural hair
- The move follows an advertisement for TRESemmé products, published by Clicks, which showed black women’s hair as “dry and damaged” and “frizzy and dull.”
- Both TRESemmé and Clicks have since apologized for the ad.
South African women have turned an offensive hair care ad into a rallying cry to celebrate the beauty of their natural hair. This after an advertisement for Clicks Group described natural black hair as “dry, damaged, frizzy and dull.”
the the reaction started on friday when a Clicks ad describing different hair types started to be a trend. In the ad there were pictures of four women: two black and two white.
The ad described the hair of the two black women as “dry and damaged” and “frizzy and lackluster”, while the hair of the white women was labeled “fine and straight hair” and “normal hair”.
Clicks Group has since removed the images and apologized.
“We acted quickly and immediately removed the offending images, which were provided by a vendor as part of their marketing campaign,” said Clicks Commercial Director Rachel Wrigglesworth.
We have made a mistake and we sincerely apologize for disappointing you. We recognize that we have a role to play in creating a more diverse and inclusive SA, starting with the content on our website. We know we need to do better and we are committed to ensuring that our content better reflects this value.
– Clicks (@Clicks_SA) September 4, 2020
“As a brand, we recognize that we have a responsibility to use whatever influence we have to remove implicit and explicit biases from society, the workplace and our advertising.”
TRESemmé South Africa, the brand that was being advertised, also apologized saying that the images do not endorse the brand’s values.
“The campaign was set out to celebrate the beauty of all hair types and the range of solutions that TRESemmé offers, but we were wrong,” says the statement on the company’s website.
“We are investigating how this happened and why it was not detected, and we will take all necessary steps to ensure that it does not happen again.”
In response to the announcement, #clicksmustfall has been trending on social media and women have been posting pictures of their natural hair, celebrating their beauty.
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