Roy Rochlin/Getty Images for NYFW: The Shows/AFP. I'll try to add more as I find it. Consumers in South Africa have hit out at the retailer, which posted an advert of the Unilever-owned brand’s advert showing ‘racist stereotypes’ of African hair #ClicksMustFall this is pure racism. “TRESemmé, a brand with which our client has partnered and is a distributor of its products, published an advertisement on our client’s website which depicted the hair of a black woman as being ‘dry, damaged, frizzy and dull’ against that of a white woman, which is described as ‘colour-treated, fine, flat and normal hair'. Dove, another Unilever-owned brand, issued an apology in 2017 for a video clip that promoted its body wash product featuring a black woman transforming into a white woman. Consumers in South Africa have hit out at the retailer, which posted an advert of the Unilever-owned brand’s advert showing ‘racist stereotypes’ of African hair #ClicksMustFall this is pure racism. © 2020 Arena Holdings (Pty) Ltd. All rights reserved. The lawyers had penned a letter to the EFF in which they explained how Clicks found itself embroiled in a hair scandal. The images are not in line with the values of our brand, or of Clicks. Beauty brands have been at the centre of a number of ‘racist’ campaigns in recent years. We recognise we have a role to play in creating a more diverse and inclusive S.A, starting with our website content. Living Proof launches frizz controlling oil, SheaMoisture launches fund to help black salon owners during pandemic, Unilever pledges sustainability promise with Love Beauty and Planet, © HPCi Media Limited | Registered in England No. Competition for TRESemmé includes L'Oreal Paris Hair Care, Garnier (Hair Care), Pantene, Head & Shoulders, Tío Nacho and the other brands in the Health & Beauty: Hair Care industry. Among the EFF's demands of Clicks was for it to publish the names of the senior management who signed off the advert, and that the independent contractors who were behind the advert be fired. The recent TRESemmé Clicks advert portraying black women’s natural hair as “dull” and “damaged” has brought to the fore the hair politics that black women battle with every day. TRESemmé SA apologises for the offence these images have caused. Nelly Ndlovu - 11/09/2020. “Our campaign set out to celebrate the beauty of all hair types and the range of solutions Tresemmé offers but we got it wrong.”. Subscribe, Terms & Quote; Share this post. Also, I'll try to see if I can get some better screenshots. READ ALSO: Checkers ditches TRESemmé: Pressure to expose execs behind Clicks ad. It said the advert was commissioned by the hair company TRESemmé. “After realising the advertisement has a potentially discriminatory connotation, on September 4 2020, Unilever SA and/or TRESemmé took down the advertisement from its website and on the same day published an apology on its website.”, The apology on the Unilever website read: “We are very sorry that images used in a TRESemmé SA marketing campaign on the Clicks website promote racist stereotypes about hair. “It is inexplicable that this imagery can be portrayed, one which reinforces the racist narrative of the abnormality of blackness as opposed to whiteness as standard.”. The statement read: “The Economic Freedom Fighters notes the disgusting racist advert put out by pharmaceutical outlet Clicks, which displays the hair of Black women as inferior to that of white women. The marketing campaign issued by the Unilever-owned brand’s South African team shows a white woman with blonde straight hair captioned ‘normal hair’, compared with a black woman’s afro hair labelled ‘frizzy and dull hair’. Updated 12:27 PM ET, Tue September 8, 2020 . Discover our collections and say hello to beautiful hair. Since the EFF issued its statement, Clicks has recalled the advert, while Tresemmé and its parent company Unilever have issued apology statements. Werkmans Attorneys, which represent Clicks in the matter, has previously represented public enterprises minister Gordhan in his legal battles. The campaign set out to celebrate the beauty of all hair types and the range of solutions that TRESemmé offers, but we got it wrong. … It had given the company 24 hours to act. The group also said Clicks had committed a human rights violation by displaying the advert. “Moreover there is no legal basis on which your organisation can request the names of those employees,” it said. We also apologise to the Clicks group.”. The TRESemmé Colour Revitalise collection is designed specifically for colour-treated hair to help protect every single strand from the damage caused by everyday maintenance and styling. EFF tells Clicks to 'go to hell' after it explains hair ad was by TRESemmé. @Clicks_SA Queenstown Cathcart Road #Clicks#clicksmustfall pic.twitter.com/XBYSVGkdyd. Use TRESemmé Colour Revitalise Shampoo regularly to gently remove dirt while nourishing to help leave every strand feeling soft and manageable. LISTEN | Celebs weigh in on 'racist' Clicks ad campaign and ensuing protests, Subscribe: iono.fm, Spotify, Apple Podcast, Pocket Casts, Player.fm. 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