The EFF has threatened to shut down Clicks stores across the country. This follows a Clicks advert that went viral on Friday.
The advert showed four photos of women's hair. Two of the photos were of white women and described as "fine and flat" and "normal hair". The two photos of black women described their hair as "dry and damaged" as well as "frizzy and dull".
After social media users shared their complaints, the advert went viral and quickly caught the attention of the media and several political parties.
In a statement released late on Sunday evening, Clicks Group CEO, Vikesh Ramsunder, apologised on behalf of the company.
"I apologise unreservedly for the hurt and anger these images have caused. The emotive responses of our customers have been mirrored by our employees and management teams. And, whilst the images and content were provided to us by our supplier, Tresemmé, this does not absolve us from blame."
Ramsunder confirmed that the negligent employees responsible have been suspended and Tresemmé has also issued an apology.
EFF leader, Julius Malema, vowed to show up at the Mall of the North’'s Clicks store with his "dry and damaged hair" to shut the store down. He has asked his supporters to do the same across the country.
Lawyers representing Clicks has sent letters to the EFF in an attempt to stop the planned shutdown. The EFF posted on Twitter that it will still go ahead with their plans.
Miss Universe, Zozi Tunzi, shared her reaction to the advert on social media, saying "not only is this disrespectful to black lives, it is also evidence of representation and diversity within the organisation."
Watch the SABC video below for a conversation on how this matter will impact the Clicks brand.
Image credits: Twitter