Be mindful of language and imagery

Oct 13, 2025 by wbrum.org 101 views

The Impact of Social Media on Business: South Africa's Retailers and the TRESemmé Hair Product Controversy

Introduction

The world of business is constantly evolving, and social media has become a significant factor in shaping consumer opinions and influencing purchasing decisions. In recent times, several South African retailers have made the decision to no longer sell TRESemmé hair products, following widespread protests over an online advert that denigrated black hair. The advert, which featured pictures of African hair labelled as "frizzy and dull", "dry and damaged", sparked outrage among consumers and led to a significant backlash against the brand. In this article, we will explore the impact of social media on business, the TRESemmé hair product controversy, and the decisions made by South African retailers in response.

The TRESemmé Hair Product Controversy

The controversy surrounding TRESemmé hair products began when an online advert was released featuring pictures of African hair with negative labels. The advert was widely shared on social media platforms, and consumers were quick to express their outrage and disappointment. The labels used in the advert, such as "frizzy and dull", "dry and damaged", were seen as derogatory and insulting to black hair. Many consumers felt that the advert was not only racist but also perpetuated negative stereotypes about black hair.

The Impact of Social Media on Business

Social media has become a powerful tool for businesses to connect with consumers and promote their products. However, it also has the potential to damage a brand's reputation and lead to significant financial losses. In the case of TRESemmé, the online advert sparked a wave of negative publicity, with many consumers calling for a boycott of the brand. The controversy led to a significant decline in sales, and several retailers in South Africa decided to no longer sell TRESemmé hair products.

South African Retailers and the TRESemmé Hair Product Controversy

Several South African retailers, including Clicks and Dis-Chem, have made the decision to no longer sell TRESemmé hair products. The decision was made in response to the widespread protests and negative publicity surrounding the brand. In a statement, Clicks said that it had decided to remove TRESemmé hair products from its shelves due to the "harmful and derogatory" language used in the advert. Dis-Chem also announced that it would no longer sell TRESemmé hair products, citing the need to promote a positive and inclusive brand image.

The Importance of Diversity and Inclusion in Business

The TRESemmé hair product controversy highlights the importance of diversity and inclusion in business. Companies must be mindful of the language and imagery used in their marketing campaigns, ensuring that they do not perpetuate negative stereotypes or offend certain groups of consumers. In today's digital age, social media can amplify negative publicity and lead to significant financial losses. Businesses must be proactive in promoting diversity and inclusion, ensuring that their brand image is positive and inclusive.

The Role of Social Media in Promoting Diversity and Inclusion

Social media has the potential to promote diversity and inclusion, but it also has the potential to perpetuate negative stereotypes and offend certain groups of consumers. Businesses must be mindful of the language and imagery used in their social media campaigns, ensuring that they promote a positive and inclusive brand image. Social media can be a powerful tool for promoting diversity and inclusion, but it requires careful consideration and planning.

Conclusion

The TRESemmé hair product controversy highlights the importance of diversity and inclusion in business. Companies must be mindful of the language and imagery used in their marketing campaigns, ensuring that they do not perpetuate negative stereotypes or offend certain groups of consumers. Social media has the potential to promote diversity and inclusion, but it also has the potential to perpetuate negative stereotypes and offend certain groups of consumers. Businesses must be proactive in promoting diversity and inclusion, ensuring that their brand image is positive and inclusive.

Recommendations for Businesses

Be mindful of language and imagery: Businesses must be mindful of the language and imagery used in their marketing campaigns, ensuring that they do not perpetuate negative stereotypes or offend certain groups of consumers.
Promote diversity and inclusion: Businesses must promote diversity and inclusion, ensuring that their brand image is positive and inclusive.
Use social media responsibly: Businesses must use social media responsibly, ensuring that their social media campaigns promote a positive and inclusive brand image.
Listen to consumer feedback: Businesses must listen to consumer feedback, responding promptly to concerns and addressing any issues that may arise.

The Future of Business and Social Media

The TRESemmé hair product controversy highlights the importance of diversity and inclusion in business. As social media continues to evolve, businesses must be proactive in promoting diversity and inclusion, ensuring that their brand image is positive and inclusive. The future of business and social media will be shaped by the decisions made by companies today, and it is essential that businesses prioritize diversity and inclusion in their marketing campaigns.

The Impact of Social Media on Consumer Behavior

Social media has the potential to influence consumer behavior, and businesses must be mindful of this when developing their marketing campaigns. Consumers are increasingly using social media to research products and services, and businesses must be proactive in promoting their brand image on social media platforms. The TRESemmé hair product controversy highlights the importance of social media in shaping consumer opinions and influencing purchasing decisions.

The Role of Social Media in Shaping Consumer Opinions

Social media has the potential to shape consumer opinions, and businesses must be mindful of this when developing their marketing campaigns. Consumers are increasingly using social media to research products and services, and businesses must be proactive in promoting their brand image on social media platforms. The TRESemmé hair product controversy highlights the importance of social media in shaping consumer opinions and influencing purchasing decisions.

The Importance of Authenticity in Business

Authenticity is essential in business, and companies must be genuine and transparent in their marketing campaigns. The TRESemmé hair product controversy highlights the importance of authenticity in business, and companies must be mindful of the language and imagery used in their marketing campaigns. Authenticity is essential in building trust with consumers, and businesses must prioritize authenticity in their marketing campaigns.

The Future of Marketing and Social Media

The future of marketing and social media will be shaped by the decisions made by companies today. Businesses must be proactive in promoting diversity and inclusion, ensuring that their brand image is positive and inclusive. The TRESemmé hair product controversy highlights the importance of social media in shaping consumer opinions and influencing purchasing decisions, and businesses must be mindful of this when developing their marketing campaigns.

Conclusion

The TRESemmé hair product controversy highlights the importance of diversity and inclusion in business. Companies must be mindful of the language and imagery used in their marketing campaigns, ensuring that they do not perpetuate negative stereotypes or offend certain groups of consumers. Social media has the potential to promote diversity and inclusion, but it also has the potential to perpetuate negative stereotypes and offend certain groups of consumers. Businesses must be proactive in promoting diversity and inclusion, ensuring that their brand image is positive and inclusive.
Q&A: The TRESemmé Hair Product Controversy and its Impact on Business

Introduction

The TRESemmé hair product controversy has sparked a wave of debate and discussion about the importance of diversity and inclusion in business. In this article, we will answer some of the most frequently asked questions about the controversy and its impact on business.

Q: What was the controversy surrounding TRESemmé hair products?

A: The controversy surrounding TRESemmé hair products began when an online advert was released featuring pictures of African hair with negative labels. The advert was widely shared on social media platforms, and consumers were quick to express their outrage and disappointment.

Q: Why did several South African retailers decide to no longer sell TRESemmé hair products?

A: Several South African retailers, including Clicks and Dis-Chem, decided to no longer sell TRESemmé hair products due to the widespread protests and negative publicity surrounding the brand. The retailers stated that they had decided to remove TRESemmé hair products from their shelves due to the "harmful and derogatory" language used in the advert.

Q: What is the importance of diversity and inclusion in business?

A: Diversity and inclusion are essential in business, as they help to promote a positive and inclusive brand image. Companies must be mindful of the language and imagery used in their marketing campaigns, ensuring that they do not perpetuate negative stereotypes or offend certain groups of consumers.

Q: How can businesses promote diversity and inclusion in their marketing campaigns?

A: Businesses can promote diversity and inclusion in their marketing campaigns by being mindful of the language and imagery used, ensuring that they do not perpetuate negative stereotypes or offend certain groups of consumers. They can also use social media responsibly, promoting a positive and inclusive brand image.

Q: What is the role of social media in shaping consumer opinions?

A: Social media has the potential to shape consumer opinions, and businesses must be mindful of this when developing their marketing campaigns. Consumers are increasingly using social media to research products and services, and businesses must be proactive in promoting their brand image on social media platforms.

Q: How can businesses build trust with consumers?

A: Businesses can build trust with consumers by being authentic and transparent in their marketing campaigns. They must be genuine and honest in their communication, ensuring that they do not perpetuate negative stereotypes or offend certain groups of consumers.

Q: What is the future of marketing and social media?

A: The future of marketing and social media will be shaped by the decisions made by companies today. Businesses must be proactive in promoting diversity and inclusion, ensuring that their brand image is positive and inclusive. Social media has the potential to promote diversity and inclusion, but it also has the potential to perpetuate negative stereotypes and offend certain groups of consumers.

Q: How can businesses avoid similar controversies in the future?

A: Businesses can avoid similar controversies in the future by being mindful of the language and imagery used in their marketing campaigns, ensuring that they do not perpetuate negative stereotypes or offend certain groups of consumers. They must also be proactive in promoting diversity and inclusion, ensuring that their brand image is positive and inclusive.

Q: What is the impact of the TRESemmé hair product controversy on consumer behavior?

A: The TRESemmé hair product controversy has highlighted the importance of social media in shaping consumer opinions and influencing purchasing decisions. Consumers are increasingly using social media to research products and services, and businesses must be proactive in promoting their brand image on social media platforms.

Q: How can businesses use social media responsibly?

A: Businesses can use social media responsibly by promoting a positive and inclusive brand image. They must be mindful of the language and imagery used, ensuring that they do not perpetuate negative stereotypes or offend certain groups of consumers.

Conclusion

The TRESemmé hair product controversy has highlighted the importance of diversity and inclusion in business. Companies must be mindful of the language and imagery used in their marketing campaigns, ensuring that they do not perpetuate negative stereotypes or offend certain groups of consumers. Social media has the potential to promote diversity and inclusion, but it also has the potential to perpetuate negative stereotypes and offend certain groups of consumers. Businesses must be proactive in promoting diversity and inclusion, ensuring that their brand image is positive and inclusive.

Recommendations for Businesses

Be mindful of language and imagery: Businesses must be mindful of the language and imagery used in their marketing campaigns, ensuring that they do not perpetuate negative stereotypes or offend certain groups of consumers.
Promote diversity and inclusion: Businesses must promote diversity and inclusion, ensuring that their brand image is positive and inclusive.
Use social media responsibly: Businesses must use social media responsibly, promoting a positive and inclusive brand image.
Listen to consumer feedback: Businesses must listen to consumer feedback, responding promptly to concerns and addressing any issues that may arise.

The Future of Business and Social Media

The TRESemmé hair product controversy has highlighted the importance of diversity and inclusion in business. As social media continues to evolve, businesses must be proactive in promoting diversity and inclusion, ensuring that their brand image is positive and inclusive. The future of business and social media will be shaped by the decisions made by companies today, and it is essential that businesses prioritize diversity and inclusion in their marketing campaigns.