Former Public Protector, Thuli Madonsela has expressed reservations about violent reactions to the Clicks hair advert.

Madonsela tweeted to her 1.4 million followers: “In my view, the #Clicks case #BlackHairMatter, is a textbook case of unconscious bias. Calling it out is great, but anarchy and violence undermine the cause.”

This was the first in a series of posts by Madonsela in the backdrop of videos that flooded the internet, depicting EFF members heeding the call to shut down Clicks outlets.

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National shutdown

On Monday, EFF leader Julius Malema encouraged “ground forces” to help close Clicks stores as the brand navigates it was way through the controversy.

Tensions rose over the weekend following an advert describing Afro hair as “dry & damaged” in comparison to white hair which was captioned “normal.”

PICS: Stores vandalised, petrol-bombed & set alight as Clicks and EFF stand-off intensifies

“Best response so far”

Madonsela went on to draw attention to a video by her colleague Diane Gahiza, calling it “the best and most cerebral response” to the issue that she’d seen so far.

“This is how young women, using their agency, have chosen to tackle the #Clicks #BlackHairMatter. I read their action as a call to #Clicks and others to examine their perceptions of #BlackHair and black women’s beauty.”

The short video showcases smiling women wearing their natural hair proudly.

In another tweet, Madonsela differentiated between protest action and violence.

In a statement, Clicks CEO Vikesh Ramsunder reiterated the company’s apology.

Ramsunder said: “I have reflected deeply on what it means to be a proudly South African corporate citizen and have consulted widely with diverse stakeholders to assist me in developing a comprehensive response to make amends for our error.”

He added: “We will take the necessary precautionary steps to ensure the safety and well-being of our customers and our employees.”

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