The Shoprite Group, which owns stores such as Checkers, Checkers Hyper, Shoprite and the U-Save brands, is the second group after the Clicks Group announced on Tuesday that it was dumping the TRESemmé and replacing it with local hair care products. This comes after a TRESemmé advert on the Clicks website depicted black women’s hair as frizzy, dull, dry and damaged, while it described white hair as normal, fine and flat.

This follows a public outcry over a marketing campaign on the Clicks website which promoted racist stereotypes about hair. An unnamed senior executive at Clicks resigned on Tuesday, while non-executive director Nonkululeko Gobodo, called on the company to name the senior executive and also implored Unilever to name the ad agency and TRESemmé executives who were responsible for the ad which has had damaging consequences for several brands - not least Clicks, TRESemmé and Unilever.

TRESemmé South Africa has apologised for the advertising campaign that has outraged South Africans. This follows a backlash over the advert which compared black hair unfavourably to white hair. TRESemmé says it is sorry that images used in its South Africa marketing campaign on the Clicks website promoted racist stereotypes. It says the campaign set out to celebrate the beauty of all hair types and the range of solutions that TRESemmé offers, but they got it wrong.

TRESemmé further stated that the images are not in line with the values of its brand, or of Clicks. "We also apologise to the Clicks group. We are looking into how this happened and why it wasn’t picked up, and we will take all necessary steps to make sure it doesn’t happen again," TRESemmé South Africa said. Last week, the Click posted an advert that classified black women's hair as dry and damaged while white women’s hair was labelled as normal and fine. The images sparked outrage on social media and the EFF damaged some of its retail stores.

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