A group of British ambassadors and influencers have been selected for the latest L’Oreal advertisement to celebrate and explore their unique sometimes
A group of British ambassadors and influencers have been selected for the latest L’Oreal advertisement to celebrate and explore their unique sometimes tricky but ultimately incredible relationship they have with their hair and Amena Khan happened to be one of them thus making her the first woman wearing a hijab to star in a major hair care campaign. Speaking about being chosen, Amena Khan said, “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.”
The Elvive multimedia campaign is just the latest in a series of moves towards inclusivity and diversity by L’Oréal. Evolving their signature “Because you’re worth it” slogan to “Because we’re all worth it,” the hair care giant is obviously putting representation front and centre, no longer focusing on the Eurocentric ideals of beauty we’ve seen in the past.
Highlighting the fact that women who don’t show their hair still care about their locks, she added: “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. For me, my hair is an extension of my femininity. I love styling my hair, I love putting products in it, and I love it to smell nice. It’s an expression of who I am,” Amena Khan said.
