Following protests in South Africa over a racist advert, Clicks stores have said it will remove all TRESemmé products from its shelves across the country. 

The offending advert which sparked protests across South Africa labelled a black woman's hair as "frizzy and dull" while describing a white woman's blonde hair as "fine and flat" and "normal."

The advert was commissioned by TRESemmé- an American brand of hair product owned by Unilever and published on Clicks' website.

A screenshot of the offending ad

Clicks, a South African owned company issued an apology on Monday for the "hurt and anger" the advert has caused. 

It also said it had suspended all employees involved in publishing the offensive advert. 

TRESemmé has apologised for promoting the ad which reiterates negative stereotypes surrounding black hair.  

As a means of righting this wrong, Clicks group CEO Vikesh Ramsunder, said all stores in South Africa would not open on Wednesday, September 9, adding that henceforth all TRESemmé products would be removed from its stores and replaced with locally owned hair treatments.


For ages, there has been a twisted perception that black hair texture is inferior and needs to be tamed to look more appealing.

Women and girls with afro-textured hair had been forced to chemically straighten their hair or wear a wig to attend schools, or keep their jobs. 

In 2015, California became the first state in the US to ban discrimination over natural hair.

In recent times, black women have begun embracing their natural hair and fighting against the discrimination of black hair. 

The current Miss Universe, South African Zozibini Tunzi, won the coveted crown wearing her natural hair, giving an international boost to conversations around the beauty of black hair.  

This is not the first time brands have goofed during their marketing campaign in South Africa.

In 2018, a Swedish retail giant H&M's stores showed an online advert that showed a black child wearing a "coolest monkey in the jungle" sweatshirt.

H&M apologised for the advert and pulled the product from its stores globally.


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