Clicks dragged for labelling Afro hair as 'dry and damaged', apologises

Clicks dragged for labelling Afro hair as 'dry and damaged', apologises

- Clicks has come under fire for using an African model to demonstrate what 'dry and damaged' hair looks like

- South Africans immediately called the retail store out and Clicks started trending online

- They have since released a public apology and removed the image from Clicks' website

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Clicks was dragged online for using an image of Afro hair to demonstrate 'dry and damaged' hair textures.

A social media user, who goes by the Twitter handle @pelomasebe, shared a screenshot of the advertisement on her timeline.

She simply captioned the post:

"Mhmmm idk hey..."

Her tweet quickly spread like wildfire and South Africans could not believe their eyes. They immediately called Clicks out, resulting in the retail store trending online.

Clicks dragged for labeling Afro hair as 'dry and damaged', apologises

Clicks came under fire after they labelled African hair as 'dry and damaged' in an advertisement. Photo: Rosdiana Ciaravolo
Source: Getty Images

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Take a look at the post below:

Briefly.co.za took a look at some of the comments the post generated:

Kgopolo Mphela commented:

"Here we go again! They do it on purpose so we can be outrage and draw attention to their businesses. There is no way nobody in their agency didn’t think this is wrong. Well, unless they wanted to assert their racism."

Inno Matijane added:

"So your marketing team sat down and they thought to themselves 'Yeah no, brilliant idea guys'. Who approved this??? @Clicks_SA I’m tired of this actually, we will just take our coins somewhere else."

Clicks has since issued an apology, adding it has removed the images because it goes "against everything we believe in".

The apology read:

"We would like to issue an unequivocal apology. We have removed the images, which go against everything we believe in. We are strong advocates of natural hair and are deeply sorry we have offended our natural hair community. We will put in place stricter measures on our website.
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However South Africans were not impressed by the apology and said the image should not have been there in the first place.

Jeanette M Mathebula, who goes by the Twitter handle @mimz_mathebula, commented:

"Why were the images up there in the first place? We really have a long way to go."

Another tweep, @DomerNolu, added:

"Who approved the images? Y'all have deep down racism and you need to wash your hearts and heal. we have never done anything to you, We will look for other stores that understand we are all human the products you have can be found somewhere else."

Clicks is not the only store that has been accused of racism. Briefly.co.za previously reported Pick 'n Pay found itself in hot water after a social media user posted a photo showing the grocery store selling 'Maid' and 'Gardener' mugs.

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"Hi @PicknPay these mugs were on the shelf at your OBS store. finding them hella problematic," the tweep captioned the post.

After trending on Twitter, PnP responded to the post to issue an apology and confirmed the "unacceptable" mugs had been removed from its shelves.

Pick n Pay added:

"We can confirm that these mugs have been removed from the store, and are not stocked in any other Pick n Pay stores. Thank you again for bringing this to our attention."

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Source: Briefly.co.za

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