Clicks hair advert: EFF moves to shut down all stores

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The Economic Freedom Fighters (EFF) moves to shut down pharmaceutical retailer, Clicks stores across the country as part of a campaign against a racially insensitive advert.

The advert included pictures of four women – two black and two white. The hair of the two black women was described as ‘dry and damaged; and ‘frizzy and dull’, while the images of the white women’s hair were described as ‘fine and flat hair’ and ‘normal hair’.

The EFF said that the advert undermined the dignity of black South Africans and suggested that the ‘hair of black people is damaged and inferior to that of white people’.

Clicks, apologised for the campaign, and said it was a mistake.

“We have made a mistake and sincerely apologise for letting you down. We recognise 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.” 

Clicks announced that they plan to trade as normal despite the EFF’s attempted to shut down their stores.

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