Clicks ended up in trouble on Friday because of an advertisement on its website described a black woman’s natural hair as “dry and damaged” and a white woman’s hair as “fine and smooth”.
Another two photos referred to black hair as “curly” and a red-blond hairdo as “normal”.
On Twitter, catchphrases like #ClicksMustFall and #RacismMustFall went hand in hand with photos of people saying natural black hair is beautiful.
The company “unconditionally” apologized for these photos on its website, which were described as racist and culturally insensitive.
The photos have since been removed again.
Rachel Wrigglesworth, Clicks’ chief commercial officer, said in a statement that the photos were part of a supplier’s marketing campaign. It is unknown who the supplier is.
“We sincerely apologize for offending our customers and disappointing you.
“As a brand, we realize that we have a responsibility to use any influence we have to eradicate implicit and explicit prejudice in our society, the workplace and advertising. We realize we have a role to play in how we portray our diverse customers in our own ads and in those of suppliers and we sincerely apologize for letting you down.
EFF deputy leader Floyd Shivambu was among the people who took to the field against Clicks on Twitter. He wrote: “The last time a multinational retailer undermined black people in this way, there were major consequences. Clicks apply for consequences. That is unacceptable. “
It is uncertain what previous incident he is referring to.
Model Tshepiso Ralehlathe tweeted she was “so tired” of brands using black as a publicity stunt. “I’m so tired of educating corporations about black hair, black skin, black lives.”
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