Unilever South Africa has apologised for the images the company supplied for the Clicks website, which portrayed black hair as inferior and which ignited protests from the Economic Freedom Fighters (EFF), this week. 

In a statement released on Friday, Unilever agreed that the images were racist.

Clicks stores have since removed all TRESemmé products following a meeting with the EFF. 

Unilever South Africa said an investigation was underway to understand what happened. 

“At the same time, we began reviewing all the marketing campaigns and images in our South Africa portfolio to make sure they match our commitment to celebrate all beauty and promote diversity and inclusion,” it said.

The company will now set up a new 'diversity and inclusion assets committee' to ensure future advertising campaigns and publicity materials reflect their values.

An advisory board will also review how hair care products in South Africa can offer consumers the solutions they want in positive and empowering terms and the advisory board will develop programmes to deliver immediate support to black hair stylists and small professional salons.

Unilever is also reviewing its mandatory diversity and inclusion training and accelerating training on unconscious bias for all staff.

“As agreed with the EFF on the 10th September we have asked our retailers to remove TRESemmé from shelves for 10 days. We want to reiterate our sincere apologies to all South Africans and to the offence caused to black women in particular. We also apologise to the Clicks group. We will learn from this failing and we will accelerate our efforts to support the transformation of society, represent all communities and celebrate all beauty,” the company said.