A customer from Coles reached out to the retail giant for what she considers to be racist signs.
Adelaide shopper Jess said she was shocked to see a sign on the personal hygiene board for “mens dental”-but no “womens dental”
Sharing a picture of the sign on Facebook, Jess went on to say it was the only dental section in question at the Coles store.
The discovery left her scratching her head on where women would buy their need for toothpaste and toothbrush.
“Just wow! Seriously Coles, seeing as this is the only dental section, I guess I’d better take my (allegedly) gendered dental hygiene needs elsewhere,” she wrote. “Sheeeesh.”
A Coles spokesperson has said the sign is now being checked by the store.
While some accused the client of overreacting, others backed her in.
“Maybe I’m doing something wrong, I’ve never used my genitalia as a part of my dental care,” said one male shopper.
“Is the only difference everything in the men’s section is a good 15% cheaper?” another added.
A Coles spokesperson has told 7NEWS.com.au the supermarket appreciates the customer’s feedback.
“Ensuring we have accurate signage in our stores makes it simpler for customers to find what they are looking for when shopping,” the spokesperson said.
“We appreciate the feedback and have passed it on to our store development team for review.”