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".
A game changing new campaign!!! 👏🏽❤️ So... lately I’ve had a complex relationship with my hair feeling lacklustre. When I take off my scarf, I want my hair to be more radiant - don’t we all? 🙆🏽♀️✨ I’m so excited and incredibly proud to announce that I‘m part of the new L’Oreal Paris Elvive World of Care Campaign which showcases Elvive’s breadth of products catering to a wide range of demanding hair types. I’m The Pink One which has been specially formulated for dull hair to boost shine. @lorealhair #WORLDOFCARE #ELVIVEXRANKIN #ALLWORTHIT #AD
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".
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....