Clicks AD reopened wounds of racial discrimination in Advertisments.
In the past years the world has been battling with racial advertisement. Brands like Nivea have been in the turmoil following an AD that shows a seemingly black woman applying Nivea cream and her complexion changes to fair with the caption “Visibly lightens
Dove beauty products also did the same thing in 2017when they showed a woman using their Dove products and turning to a white woman.
South Africans were shocked with what was supposed to be an advert for a certain hair product on their website. Clicks uploaded Two pictures with black and white hair models. Labelling the black natural hair as ”Dry & damaged hair/Frizzy & Dull hair” and the White hair as ”Fine & Flat hair/Normal hair.
This has erupted an outcry of racial discrimination as most black people took to social media to boycott the beauty and pharmaceutical retail shop. Most South Africans argued that it was an unforgivable stunt and that Clicks knew exactly what they were doing.
The AD was removed and Clicks issued an apology.
We would like to issue an unequivocal apology. We have removed the images which go against everything we believe in. We do not condone racism and we are strong advocates of natural hair. We are deeply sorry and will put in place stricter measures on our website.
— Clicks (@Clicks_SA) September 4, 2020
Only Sorry because YOU GOT CAUGHT.. This was approved.. Someone with powers knew what they where doing… pic.twitter.com/w6EU1ObTes
— Nate B (@Nate_Bovz) September 4, 2020
The EFF came out guns blazing mobilising people on Social media over the weekend to close all 880 Clicks shops across South Africa.
Treasurer-General @OmphileMaotwe is outside Clicks at Menlyn Mall, Tshwane.
— Economic Freedom Fighters (@EFFSouthAfrica) September 7, 2020
EFF took to several Clicks stores to protest against the racial act by the Brand. Some stores were vandalized including an attempted petrol bombing of a Clicks store in Emalahleni Mpumalanga.
Meanwhile it was reported that Two junior staff members were suspended due to the Advertisement.