Is it just hair?

Is all the rage and uproar really about hair though…?  Let’s talk about it.

I’ve been following an issue, that I would deem a crisis for the Clicks SA group of companies.  Click here for full story but in summary – a Tresemme ad was placed on the company website describing a black woman’s hair as “dry, damaged and frizzy” comparing it to white hair, which it labelled as “normal”.  With pictures.  Ouch!  Both Clicks SA and Tresemme SA have done some major damage to their brands.

Of course, in a country with ~80% black consumers one can only imagine the uproar.  I mean everyone!  Consumers, influencers, celebrities and of course every media outlet is weighing in and it’s gone global.  The peoples’ cries are valid and warranted but very split which, as a born and raised Capetonian, I can relate as I lived all the parts of it.  Racism, discrimination and my hair not being “good” or “straight” enough for some – read on.  I can also relate on a professional level and because I’ve managed to see all sides, I feel compelled to share my thoughts.  The story has changed and evolved quickly since it broke a week ago and I’ve been trying to keep up so stick with me here.  But first:

Is it about the hair though?

Since this catastrophe, the consumer outrage has spread so far that some Clicks locations have been looted and others closed for the safety of their employees.  Some argue that “it’s just hair, get over it” but in my opinion it’s not just the hair.  In fact, the offensive ad is the vehicle that is stirring up many deep-rooted feelings of oppression, systemic racism and blatant disrespect that black communities have experienced for a very long time.  PLUS, the fact that this could surface in 2020 after so many positive changes have been implemented to date, has now set the country and humanity back tenfold.  I compare it to let’s say a white friend, colleague or acquaintance telling me “I don’t see colour” and to a POC who has experienced racism and oppression, it’s telling me that my feelings about what I’ve experienced in my life doesn’t matter – to someone who is privileged enough to not have experienced it.  Good news said white person – you treat everyone the same and teach your kids to do so as well but unless you have experienced what we have, don’t say to us that you don’t see colour!  So, “it’s just hair, get over it” – same.  Don’t disregard the peoples’ outrage because it goes deeper than a picture.

AND. I. MEAN. DEEP!

Acknowledging people’s feelings

While Clicks and Tresemme have both put out apology statements and since removed the ad, their apologies were not received well by consumers nor the media.  Why?  It was textbook and didn’t strike the reader as very sincere and it stopped there.  At least in the first couple of days following.  Clicks allegedly refused to comment when initially approached for an interview which (in my opinion) was the worst thing they could have done.  While they have since commented, they missed the crucial window in which to address what the people were feeling.  Would they have been forgiven right away? 110% not but, they wouldn’t have appeared to be “running” from the issue that has now escalated into a national crisis and in a crisis, emotion will always trump logic.  Needless to say, to decline an interview when emotions are running this high is like rubbing salt on an open wound and friends, it’s really hard to recover from.

On the flip side

Many consumers and groups have expressed a different side of the issue and I feel that 100%.  The Economic Freedom Fighters (EFF) came to the aid of the consumer almost immediately.  They demanded that Clicks stores close nationwide to lose sales for a day and Clicks responds with a statement saying they won’t close on said day (9/7) which just fired up both consumers and the EFF alike and we’ve now seen some locations being looted and riots stemming from there.  They then closed all locations couple of days after to offer counselling and support to staff in the wake of the public outrage of the racist ad.  A lot of attention and energy on an issue that definitely needs raising.  No argument from me.

Others are reacting differently citing that there are so many issues that need focus and awareness brought to the forefront and mainstream media and I agree with a passion.  Gender-based violence is not new – happening since I was growing up – but for some reason it’s not getting the attention it deserves.  I don’t believe the intention is to deflect from other current issues.  In fact, it’s likely the same people who ARE standing up and fundraising etc BUT, is there a freedom fighter group who can rally the cries of families who have lost their mother’s and sisters?  Every day without fail there is a woman and/or  child killed, missing, raped or shot.  These crimes are talked about for a minute and then crickets.  Perpetrators are sometimes arrested and most times released.  Clicks has been in the limelight daily for over a week and while the company has so many things they need to fix from an organizational standpoint, I’m happy the real issue of systemic racism is being addressed and out in the open.  At the same time, where are the people advocating for the 17-year-old girl who was raped by 11 grown men this past week?  Who is advocating and screaming for the boy with down syndrome who was shot by police while eating his cookies a few weeks ago?  Nathaniel Julius failed to answer the police officer’s questions – DUE TO HIS DISABILITY – and that warranted them shooting him?  Two officers have since been arrested but is this the end?

People are still dying of COVID19.  People are living in poverty pre pandemic and because of it.  Jobs lost with little to no government relief (a whole other hole we can do down given the money that was promised is now elsewhere) which means families are starving.  Who is screaming and rallying for them?

My personal POV (and it’s a few points)

• Clicks SA and Tresemme has damage control to do but more importantly, as organizations they need to be crisis ready in the future. This is why I am so passionate about the existence of and joining the Crisis Ready Institute.  Being Crisis Ready^® will ensure that everyone from the top down knows what to do in a crisis and when to do it and that’s just the start.  Brand equity and stakeholder/consumer trust needs to be built from the ground up for both parties.  It’s gone so far that other major retailers have since removed Tresemme products from their shelves.  There needs to be diversity at all levels and not blame the mistake on a junior as they put it.  In addition, listen to those black voices at the table when they’re asking the hard questions like “how are you speaking to your black consumers” or when they are advising against a campaign.
• Clicks is a household name in South Africa and is now tarnished. I grew up with the brand and when I discovered hair gel, that’s where I purchased from once a month.  No more rollers, blowdryers or “swirlkousies” for this girl.  I started rocking my natural curls at age 12 and never looked back.
• Tresemme SA’s home page does list steps they will be taking to ensure this doesn’t happen again and one  item missing is having a Crisis Ready^® plan.
• It’s not just about the pictures. There is an angry consumer voice out there and rightfully so.  We are normal, black and come in many shades with even more hair textures.  We’re not damaged so we don’t need to be fixed, period!  The pictures are what triggered deep emotions for many people, myself included.  I remember growing up and friends’ parents or a boy’s mom not liking or looking at you because your hair wasn’t straight enough.  I had a bestie in high school who had a mass of beautiful pitch-black wavy hair.  She wouldn’t visit her boyfriend’s house if her hair wasn’t bone straight for fear of displeasing his mom.  Total BS and guess what?  This shit still happens today!!!  Our own people need to change the narrative!  It starts with us.  So, don’t dismiss the real raw emotion and baggage that comes with this fiasco.
• COVID-19 is still prevalent and while this current issue seems like a distraction, maybe some of that passion and energy could be used to help those in need. Those starving or have no income.  I know there are individuals already advocating and fundraising but I’m sure more help will not be turned away.
• Murders, missing persons, rapes and shootings continue daily. Let’s bring awareness to some of these issues which the police and government are not paying attention to.  I’ve recently partnered with Women for Change Run SA as an ambassador to use my voice and platforms to raise awareness.  I’ve been following their work for a while and while the group sees some ridicule about focusing on women only, it’s a reality, period.

In closing, this world is currently in a very delicate state.  Triggers are everywhere, literally and figuratively and we should not dismiss anyone’s feelings or ridicule anyone’s belief or fight they’re choosing to lend their voice to.  I recognize that as humans we tend to make light of situations by joking, laughing, tik-tok’ing, making memes etc as a coping mechanism BUT again, emotions will trump logic all day every day!

Don’t shy away from accountability, no matter the situation and don’t be afraid to stand up and stand out for an issue, crisis or cause that you feel needs an extra voice to be heard!