You would have seen or heard about a highly offensive advertisement on Clicks’s website, using African hair as an example of “dry and damaged” and “frizzy and dull” hair. It then showed two pictures of Caucasian hair, which it labelled “fine and flat”  and “normal hair”.

Naturally, the depiction caused outrage, with many South Africans vowing to boycott the health and beauty retailers’ stores to hit back at the insensitive and disrespectful advert...