Clicks SA Issues An Apology After Describing Black Natural Hair As Dull, Dry and Damaged

Clicks SA Issues An Apology After Describing Black Natural Hair As Dull, Dry and Damaged. Big brands are always at the centre of controversial advertisements. A few years ago Dove ad had many talking after they promoted a lotion which will turn dark skin to ‘normal skin.’

Now another big company, Clicks have caused an outrage on social media with their recent ad. Clicks shared pictures of black women wearing their natural hair and compared them to other pictures of white women with their hair. “Frizzy, dull, dry, damaged,” that is how the black hair was described, whereas Caucasian hair was described as, “Normal hair.”

After being dragged on social media, Clicks has removed the images and 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.“

“We have made a mistake and sincerely apologize for letting you down. We recognize we have a role to play in creating a more diverse and inclusive S.A, starting with our website content. We know we need to do better, and commit to ensuring our content better reflects this value.“