Clicks Retailers pulled the plug on the controversial and divisive TRESemmé brand. It will no longer carry the product in its retail stores.

The pharmaceutical retailer sunk under immense weight of public pressure for bearing a racist advertisement leaning on white supremacy.

After drawn-out battles in court and shutdown of outlets, the TRESemmé brand will be removed from the Clicks shelves.

By and larger, the public protests were spearheaded by the Economic Freedom Fighters (EFF).

It appears the national outrage, demostrations and negative publicity got the better of Clicks.

The government, through the Minister of Small Business Development Khumbudzo Ntshavheni, snubbed Clicks’ apology on Tuesday. Instead, it appealed for the removal of the concerned brand from its shelves.

As way to restore what is left of its battered image, Clicks will source locally-made hair offerings to replace the scandalous brand on the one hand.

On the other hand, TRESemmé South Africa, a Uniliver brand, dismissed public rage with a mere apology. “We will take all necessary steps to make sure it doesn’t happen again,” that is all it could say.