- The Economic Freedom Fighters have announced the outcome of the meeting between the party and TRESemmé
-The two groups issued a joint statement detailing the agreement reached after a week of protests carried out by the party
- Unilever has agreed to remove all TRESemmé products from shelves across the country for a period of 10 days to signal its remorse over the incident
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The Economic Freedom Fighters have announced the outcomes of discussions held with Unilever on Thursday with a joint statement on the controversial advert produced by the company.
Both parties agreed that the ad in question, describing African hair as 'dry and damaged', was both 'offensive and racist'.
The two parties reached a consensus on revealing the names of those responsible for the image, with the statement elaborating that:
"The director involved in the campaign has since left the company and the country. Unilever has made a commitment that following its internal investigations, the necessary disciplinary action will be taken against those remaining in the company in line with its policies."
READ ALSO: Pick n Pay, Shoprite join retail giants boycotting TRESemmé over ad
Upon the conclusion of these processes, Unilever has agreed to go public with the outcome as well as the identities of those responsible for the incident.
The following agreements were also reached during the meeting held at EFF headquarters:
- Unilever has expressed its remorse to all citizens, especially black women, over the incident
- Unilever will withdraw all TRESemmé products from all stores nationwide for 10 days as a 'demonstration of its remorse'
- Unilever will donate a minimum of 10 000 sanitary towels and sanitisers to informal settlements identified by the EFF
The Red Berets have confirmed that this agreement has ended its battle against the company, concluding to say that:
"In line with the above, the EFF and Unilever have agreed to put the matter to rest. We have agreed to hold further discussions on transformation within Unilever relating to procurement, empowerment, employment equity and localisation."
Earlier, Briefly.co.za reported that the party had engaged in nationwide protests in response to the advert, vowing to continue until their demands were met.
While the party seems to be satisfied with the outcome of the meeting, a number of retail giants have announced they will be stripping the brand's products from their shelves.
The retail chains who have announced they will no longer stock TRESemmé include Pick n Pay, Clicks, Shoprite and Checkers.
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