Johannesburg – Clicks found itself on the wrong side of social media users in South Africa following hair categories on their website went viral.
The post showed pictures of various haircare categories such as “dry and damaged hair”, “frizzy and dull hair”, and “normal hair” displayed on the Clicks website.
Notably, the categories for damaged and dull hair include images of clack women’s hair. Meanwhile, the normal hair category shows a white woman’s hair.
After these images were shared, the retailer became the top trend on Twitter, with users mentioning Clicks in over 23 500 tweets.
Clicks has since apologised, saying that it goes against their advocacy for natural hair.
The retailer also said it does not condone racism and published their apology on its Facebook page.
Responding to this, customers said they would boycott the brand. Other users said they demand more accountability, saying that the incident reflects a lack of diversity on the teams responsible for advertising.