She adds that the portrayal of black hair in mainstream media is also a disappointment. “I will not be silent when I see the continued portrayal of white hair as not just the norm, but the standard. Our hair remains important as an expression of individual identity…Our kids do not deserve to ever be subjected to adverts such as yours.
“Raising a daughter who embraces her true self is a deliberate act of service to her as her mother, who is her primary role model….I love my daughter’s hair, as much as I love my own….and for that I call your advert distasteful, disrespectful and disgusting.
Basetsana Kumalo has released an open letter to the disgraced retailer that has dominated the headlines over the past week. As a proud afro wearer, she too was offended by the post and she shared clips of a scathing letter on behalf of all black people to Clicks and the hair care brand that was behind the advertisement
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“As a mother of a beautiful African child, how dare you describe our crowns as dry, brittle and damaged…where does the buck stop? Did you expect us to look the other way as you subconsciously feed us absent-minded vitriol about our image as African people? This advert is not only utter rubbish from your brands, but a reflection of ongoing problems in this industry that dares to define what beauty is to any of us,” the letter reads.
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