nilever admits Tresemmé hair advert was racist, staff to be subjected to ’unconscious bias training Unilever South Afric

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nilever admits Tresemmé hair advert was racist, staff to be
subjected to ’unconscious bias training Unilever South Africa has
admitted that the controversial Tresemmé advert which described
black women’s hair as frizzy, dull, dry and damaged, was racist.
The company will be subjecting all staff to ’unconscious bias
training, will be reviewing all marketing material and establishing
a new diversity and inclusion advisory board. Last Friday, Unilever
apologised for the Tresemmé advert and has been in a media blackout
since. At the time, the company apologised for the ad which it said
had been intended to celebrate all hair types. Unilever said it
would investigate why the offensive advert was not picked up and
promised to take steps to ensure this did not happen again. The
Tresemmé advert, which was published on the Clicks website, led to
EFF protests at Clicks stores this week. The threeday-long protests
ended on Thursday after the retailer met with the leadership of the
EFF. More than 400 Clicks stores were closed on Monday alone. The
racist Tresemmé advert has rocked the country. In its latest
statement, released on Friday, Unilever said it was “shocked” by
the incident. “We were shocked to discover that we had supplied
images for the Clicks website that portrayed black hair as
inferior. This was racist and we apologise unreservedly,” said
Unilever. It said an investigation was instituted as soon as the
matter was brought to their attention and the company began a
review of all its marketing campaigns to ensure they “match our
commitment to celebrate all beauty and promote diversity and
Inclusion”. Unilever executives met the EFF on Thursday at the
party’s Braamfontein headquarters and the company agreed to sponsor
a donation of 10 000 sanitary pads for poor young women of the
party’s choosing. The company also agreed to withdraw the Tresemmé
brand from retailers for 10 days. “As agreed with the EFF on
September 10, we have asked our retailers to remove Tresemmé from
shelves for 10 days. "We want to reiterate our sincere apologies to
all South Africans and the offence caused to black women in
particular. “We also apologise to the Clicks group. We will learn
from this failing and we will accelerate our efforts to support the
transformation of society, represent all communities and celebrate
all beauty,” said Unilever. The company has not disclosed what
their investigation into the processes that led to the advert being
created has uncovered. Unilever said it would establish a diversity
and inclusion assets committee, which would be representative of
its consumers in a bid to ensure future advertising campaigns and
publicity materials reflect the company’s values. It would also
review its diversity and inclusion training and would be
accelerating training on ‘unconscious bias’ to all staff. Unilever
said it would also set up an advisory board with internal and
external experts to review its haircare products sold in South
Africa which could offer consumers the solutions they want in
positive and empowering terms. Unilever said the advisory board
would also work with black hair stylists and small professional
salons to develop programmes to deliver immediate support.
Question 4 (25 Marks)
As the Marketing Director for Unilever, propose a marketing
strategy going forward