Dear Vikesh,
At the outset I will say that as a black African woman I am very disappointed about the advert that you guys sat and brainstormed, crafted, put together, approved and sent out to your customers and the world. This was a damaging decision, not to your image of your company since you do not care much about it, but to a black child. We all know that marketing is a process, it's not a matter of waking up and just posting a picture with a caption. To me this was a reflection of how ungrounded this company is. It showed me that you are clueless about the customers you are serving even as you claim to have tried to rope in suppliers for black people natural hair products. It showed me that you are not genuinely providing black people natural hair products because you care and wish to cater for your diverse customers. It seems to be about the maximisation of profits.
I am disappointed that you chose to be listed amongst the racist companies who have apologized and promised to change. It makes me wonder where you have been for the past years where companies and people in positions of setting a better example for our kids continue to create confusion and doubt to a black child.
While you are busy telling us that you will ensure the safety of your customers and employees as there have been calls of protest and for you to close down your shops, I wish you could have cared about the safety of your customers and employees before releasing that distasteful advert - threatening a black child's confidence and freedom to enjoy who they are. THAT ADVERT WAS A THREAT TO A BLACK CHILD. You cannot be claiming to want to protect your customers and employees now that people who you have hurt and offended have decided to react to your threat and disrespect to a black child/person. Do not forget that some of the people who want to protest against you include your customers who you claim to care about. Allow them to express their anger and dismay the way they wish because the truth is that you insulted who they are.
As a black child and a mother of black children and coming from a black family, I was born this way and you have no right to tell me how to look. You must learn to accept people for who they are and how our creator made us.
I am very disappointed, however, I am looking forward to your updates about all that you have promised in your letter.
Regards
Amanda Mkhwanazi - a proud black child