LONDON: L’Oreal Paris’ latest advertisement campaign for its hair care line, Elvive, features a hijab-wearing model.
In the advert, the model, Amena Khan, a British beauty blogger, is seen donning a pale-pink headscarf, better known as a hijab. She is heard saying, “Whether or not your hair is on display, doesn’t affect how much you care about it”.
The advertisement had a diverse cast of women with different hairstyles, donned in neutral colours with soothing block backgrounds.
Khan said in an interview to a leading magazine, “How many brands are doing things like this? Not many”.
She further noted, “They’re literally putting a girl in a headscarf – whose hair you can’t see – in a hair campaign because what they’re really valuing through the campaign is the voices that we have”.
“You have to wonder – why is it presumed that women who don’t show their hair don’t look after it? Hair is a big part of self-care,” Vogue quoted Khan, the first woman who is wearing a hijab to be featured in a major mainstream hair ad.
Khan, on her Instagram account also posted a couple of videos and photos from the campaign.
With this campaign, L’Oreal has joined the list of brands like Nike and CoverGirl that are featuring Muslim women in their advertisements and promoting diversity.