Clicks combs out hair-raising issue, vows to go after the EFF

Clicks, the South African retail giant, has found itself embroiled in a storm of controversy after publishing a TRESemmé hair advert that has been deemed racially offensive. The advert, which depicted black women's hair as damaged, dry, and dull in contrast to white women's hair described as fine, flat, and normal, sparked outrage across the nation. Following public backlash, Clicks swiftly removed the advert and issued a public apology, acknowledging the insensitivity and offensiveness of the material. Despite these actions, members of the Economic Freedom Fighters (EFF) took to 37 Clicks stores to protest, resulting in the damage of several stores. Clicks CEO, Vikesh Ramsunder, appeared on CNBC Africa to address the situation and discuss the company's response moving forward. Ramsunder expressed remorse over the incident, emphasizing the need to regain the trust of customers and ensure the safety of staff amidst the ongoing protests. He acknowledged the gravity of the situation, citing the material as unacceptable and pledging to take necessary actions to rectify the issue. The CEO also revealed that internal disciplinary proceedings were underway, with some staff members suspended pending further investigation. While facing demands from protesters to name individuals responsible for the ad campaign, Ramsunder highlighted legal constraints and underscored the company's commitment to addressing internal processes. Moreover, Ramsunder outlined Clicks' intention to pursue legal action against those responsible for the store damage, emphasizing the importance of upholding the rule of law and ensuring accountability. Despite the challenges posed by the protests, Clicks remained resolute in its decision to continue trading and operate normally, albeit with heightened security measures to protect customers and staff. Ramsunder also expressed a willingness to engage with the EFF in an attempt to find a resolution and prevent further escalation of tensions. As Clicks navigates this turbulent period, the CEO's proactive approach and commitment to accountability signal a concerted effort to address the fallout from the controversial advert and navigate the aftermath of the protests.