In a word where gender is fluid and optional, it would make sense to hire a woman who covers her hair to be your new hair model, right?
At least that’s what L’Oreal thought when they hired blogger and model Amena Khan to promote their Elvive Nutri-Gloss shampoo.
L’Oreal is breaking the mold by allowing a hijab-wearing woman promote their hair products, by being the first hair line to ever do so… wonder why?
Amena Khan broke her silence on the new partnership via Instagram: “Lately I’ve had a complex relationship with my hair feeling lacklustre.” Kind of hard to tell, but I guess we can trust her?
During an interview with Vogue Amenia said, “How many brands are doing things like this? Not many. 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 that don’t show their hair don’t look after it? The opposite of that would be that everyone that does show their hair only looks after it for the sake of showing it to others. And that mindset strips us of our autonomy and our sense of independence. Hair is a big part of self-care.”
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 brand’s decision hasn’t come without scrutiny though, to which we certainly agree with.
The hijab, a symbol of female oppression, currently being mass protested in Iran, is being used by L'oreal to advertise hair products, when you can't even see the hair and this is being celebrated by HuffPost, who, when I last checked, were against women being oppressed……. https://t.co/Jx9Ck52YKG
— Count Dankula???????????????????????????? (@CountDankulaTV) January 18, 2018
L'Oreal contributes to the normalization of the hijab, a symbol of actual patriarchal oppression, violence & enforced modesty culture for women across the Middle East.
How is this perfect? https://t.co/TFw0a6GWZd
— Paul Joseph Watson (@PrisonPlanet) January 18, 2018