Checkers has decided to join Clicks in removing TRESemmé hair products from its shelves. This follows backlash the brand has received for an advertisement branding ethnic and coarse hair – or “black” hair – as “dry and damaged”. The advert also referred to the hair of white individuals as “fine” or “normal”.

The hair brand has apologised to South Africans for using the particular images added for the advert, as this was promoted on Clicks’ official website.

“We are very sorry that images used in a TRESemmé South Africa marketing campaign on the Clicks website promoted racist stereotypes about hair. 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. The images are not in line with the values of our brand, or of Clicks,” the hair brand said in a statement.

“TRESemmé South Africa apologises for the offence these images have caused. We also apologise to the Clicks group. We are looking into how this happened and why it wasn’t picked up, and we will take all necessary steps to make sure it doesn’t happen again.”

One of Clicks’ senior executives has resigned following the scandal. The employees who allowed the advert to go live will undergo a disciplinary review process, and CEP Vikesh Rumsander says that he has realised the detrimental impact the campaign has had on both its customers and the public at large.

The retail giant has also said it will be working alongside government to develop a local beauty market.

Picture: Twitter

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Lucinda is a hard news writer who occasionally dabbles in lifestyle writing, and recent journalism graduate. She is a proud intersectional feminist, and is passionate about actively creating a world which is free of discrimination and inequality.