L’Oreal Paris Elvive has made history by casting a hijab wearing model to front their hair care campaign.
Amena Khan, who is a very successful beauty blogger and boasts more than half a million followers on Instagram, and is a co-founder of beauty brand Ardere Cosmetics.
The blogger has come together with a diverse range of ambassadors and influencers, for the new L’oreal campaign, that features model Neelam Gill, McFly’s Dougie Pynter, and singer Cheryl Tweedy.
This isn’t just a major move for the beauty industry, but also a huge achievement of representation of Muslim women in the beauty industry.
L’oreal Paris is the number one hair care brand in the UK, and has a powerful voice in the industry, where movements like this will be watched.
When speaking to Vogue, Khan said: “How many brands are doing things like this?
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.”
In the latest campaign, the blogger is seen wearing a pink headscarf and matching pink lipstick on a bold pink background.
Posting the campaign video on her Instagram, Khan said: “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.”
Last year, we also saw the launch of singer Rihanna’s new make up line, Fenty Beauty, where there was a diverse range of model that featured in the campaign, including a hijab wearing model.
There have also been more diverse faces on the runway, and on magazines, with the first hijab-wearing model featuring on the iconic Vogue magazine as the cover.
L’oreal, has also recently evolved it’s famous signature from “Because you’re worth it” to “Because we’re all worth it”, highlighting the movement and expressing equality.
“At L’Oréal Paris we want to create campaigns that deeply connect with our consumers through spokespeople that inject sincerity, emotion and personality,” says Adrien Koskas, UK General Manager of the brand.
They’re certainly has been a huge change in the beauty and fashion industry lately, and will hopefully progress further. The representation of diversity shows how far culture and race has come, and is a celebration when diversity is showcased on such huge platforms and brands.
