(Alliance News) - Consumer goods giant Unilever PLC's South African unit on Thursday agreed to withdraw all TRESemme South Africa products from all retailers in the country for 10 days to show remorse for the "offensive and racist" image at the centre of the controversial hair advertisement, according to the Economic Freedom Fighters.
The EFF said it held "robust" meeting with Unilever South Africa over an advert that portrayed black women's hair as "damaged, dry and frizzy" and white women's hair as "normal, fine and flat".
The ad was used in TRESemme's marketing campaign on Clicks Group Ltd's website, prompting violence that forced the top 40-listed health and beauty retailer to close its stores on Tuesday and Wednesday.
At the time of going to press, Unilever South Africa did not return calls to confirm the EFF's claim of a meeting and plans to withdraw TRESemme products for 10 days.
Unilever has come under intense pressure as more and more South African retailers, such as Clicks and Woolworths Holdings Ltd, drop TRESemme products from their shelves. These also include Dis-Chem Pharmacies Ltd, Pick n Pay Stores Ltd, Shoprite Holdings Ltd, and Makro, a division of Massmart Holdings Ltd.
In a statement on its Twitter account, the EFF said on Thursday the two had agreed that Unilever express its remorse to all South Africans, black women in particular, for the "offensive" and "racist" TRESemme image.
EFF said Unilever's director involved in the campaign had since left the company and the country.
"Unilever has made a commitment that following its internal investigation, the necessary disciplinary action will be taken against those remaining in the company in line with its policies," the left-wing party said.
"Upon the completion of the internal process, Unilever will take the EFF and the country into confidence," it said.
The EFF and Unilever have put the matter in question to rest, the party said.
"We have agreed to hold further discussions on transformation within Unilever relating to procurement, empowerment, employment equity and localisation," it said.
Following its regular meeting on Wednesday, South African Cabinet said it considered the advertisement "profoundly offensive and racist".
"Cabinet has noted with great concern an extremely disturbing advertisement published on the Clicks website, which justifiably triggered widespread public outrage," it said.
Shares in Unilever in London were up marginally at 4,744.00 pence each on Thursday afternoon.
By Artwell Dlamini; artwelldlamini@alliancenews.com
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