Clicks offended thousands of people with their advert that showed black hair labelled as “dry and damaged.” Meanwhile, a photo of white hair looked silky and just perfect. Many people felt it racist and disgusted, they slammed the company for it. In fact, the EFF climbed in and condemned it as “a human rights violation.”
Clicks apology about the natural hair community raises more ire
If you think the alcohol and cigarette ban got people worked up, well, this seemingly takes the cake. #ClicksMustFall trends on Twitter today. And this time, for their apology that sounded rather lame, some people think. It’s not clear, but possibly, they even deleted and re-edited the apology on Twitter. But of course, that could be photoshopped as it came after the latest apology tweet timestamp.
My hair is not dry and damage it BEATUFUIL it stands like a crown and every admire its when I pass by and the wind hugs it when it's passes bye .@Clicks_SA its my heritage its my roots it what make me #clicksmustfall pic.twitter.com/bDuYMryAAw
— Asipe.mdaka (@asipe_mdaka) September 5, 2020
Actually, many people shared a screenshot that said. “Hi, we are deeply sorry our We have offended our natural hair community. We have removed the images which goes against everything we breathe in at clicks we do not condone racism and are strong advocates of natural hair. We will put in place stricter measures on our website.”
The current post on Twitter leaves out “Natural hair community.” People commented on that, and one said “It’s the fact that you call us “ natural hair community” … Kanty who’s approving these tweets ?? Are we any different from people with natural hair?? What do you mean community?”
It’s the fact that you call us
“ natural hair community” … Kanty who’s approving these tweets ?? Are we any different from people with natural hair?? What do you mean community pic.twitter.com/mjpCX7JG0Z
— makhosazane (@makhosazane_sa) September 4, 2020
Sorry Clicks – apology not accepted
Even without any mention of the “natural hair community,” people remain incensed and threaten to boycott the outlet. EWN reported that EFF trashed the company, and called it “a human rights violation.” The party also said that “the portrayal reinforced a racist narrative of the abnormality of blackness as opposed to whiteness.”
It seems that many people agree on the “racist” message, And, while the company apologised, sorry Clicks, but people just don’t accept that. One angry person tweeted, a picture of their Clicks Card sliced and diced. They wrote, “Apology not acceptable.”
Does the retailer tell lies about being sorry?
Another angry South African noted, “This is the rehearsed apology I was talking about. These people are too predictable…If they are serious let’s see them firing someone.” Clearly, people don’t buy into the apology. One person noted, “You lie. It was deliberate…ad campaigns are planned and messages are deliberate. This is downright racist.”
What do you think? Is the apology sufficient? Should someone fall on their sword? Sound off in the comments below.