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.
I arrived to a set that was beyond anything I could imagine. With several open studio areas spread across a giant building, the first thing that hit me was the scale of the project. There were colourful sets assembled with multiple people behind the cameras. Amongst the buzzing of constant activity, the crew & @lorealhair team would often smile & say hello, always welcoming. Shoots like this are invariably stressful somewhere along the line, but I didn’t detect a hint of that. ⠀⠀⠀⠀⠀In the makeup room, I couldn’t contain my excitement about the project. @karindarnell regaled us with stories about the celeb world (being Riri’s MUA), all the while swiftly working her magic with makeup. We exchanged stories of working & of motherhood. @neelamkg joined us. Being an internationally successful model, I’m always struck by how “real” & humble she is. All 3 of us chatted away about life, triumph & sacrifice. ⠀⠀⠀⠀⠀Lunch was great – lots of Vegan options so I was happy. The atmosphere was energised, especially as @ling.kt was on my table. She uplifts everyone around her. I ate quickly as we had some outdoor photography to do. ⠀⠀⠀⠀⠀Our beloved weather did the predictable… as we stood at the main door, it started to drizzle. But before I knew it, someone had slipped a robe & slippers on me. There I was, in a van with 5 other people from the team, driving down to the canal in the area. It was surreal but exhilarating. ⠀⠀⠀⠀⠀Back at the studio, super friendly @francescajordan did touch ups as it grew closer to my turn. The photographer was the legendary genius, @rankinarchive. A quiet, down to earth man, he was deliberate & thoughtful in every shot. I felt confident, unexpectedly calm & filled with gratitude. ⠀⠀⠀⠀⠀Then came the interview. @lillycon, the interviewer, put me at ease quickly. She has the kind of vibe that makes it easy to speak with honesty – to just be yourself. ⠀⠀⠀⠀⠀When the long day finished & I was back on the train home, I reflected… not on how awesome this campaign (obviously) is, but more on the kindness I was privileged to have encountered that day (in so many more ways), & the beauty in connection between human beings <3
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.