If you do not know this already, Clicks has been in some hot water over an advert that they did in collaboration with Tresemme. Consumers are up in arms over the hair promotion and the company’s reputation is on the line.
Clicks evoked widespread fury by showing an advertisement on its website for TRESemmé hair products, with pictures that described the hair of a black model as “dry and damaged” and “frizzy and dull”, contrasting with blonde Caucasian hair that was “fine and flat” and “normal”.
The potential strength of consumer activism spoke loud and clear in the 6% drop in the Clicks share price in the wake of the insulting hair products advert they posted on its website last week. It sends a clear message to corporations: sensitivity to your customers is key to your reputation, which is key to your sustainability.
Now, Clicks is not the first company to have done something insensitive and quite frankly, something avoidable like this. Lots of other companies have done that in the past. The outcry from consumers has led to senior executives resigning their roles and Clicks putting out a statement that they will boot Tresemme off their shelves. The worst is only beginning for Clicks, keep a lookout on how they get through this self-made saga.
Read the article here.