As a Muslim lady who has worn a scarf in public since her twenties, influencer Amena Khan by no means imagined she’d discover herself starring in a mainstream haircare marketing campaign. However when L’Oréal Paris invited her to hitch a various line-up of women and men for its new Elvive multimedia marketing campaign, collaborating felt like it might promote an necessary message.
“What number of manufacturers are doing issues like this? Not many. They’re actually placing a woman in a scarf – whose hair you’ll be able to’t see – in a hair marketing campaign. As a result of what they’re actually valuing by means of the marketing campaign is the voices that we’ve,” she informed us this week. “You must surprise – why is it presumed that ladies that don’t present their hair don’t take care of it? The other of that will be that everybody that does present their hair solely takes care of it for the sake of exhibiting it to others. And that mindset strips us of our autonomy and our sense of independence. Hair is an enormous a part of self-care.”
Khan factors out that although she doesn’t put on her hair uncovered in public, she spends a lot of her day at house or round family members and not using a scarf. Furthermore, her hair is simply as necessary to her whether or not it’s seen by others or not.
“For me, my hair is an extension of my femininity. I really like styling my hair, I really like placing merchandise in it, and I like it to scent good. It’s an expression of who I’m,” she explains. “And even when that expression is for my house life and my family members and for me once I look within the mirror, it’s who I’m. If I do know my hair is greasy however I’ve a shawl on it, I nonetheless really feel garbage all day – even when it’s coated.”
A big a part of what makes this marketing campaign so necessary and so overdue is the conversations it would provoke and the younger individuals who will see it and finally discover those who they’ll relate to and establish with on their smartphone screens and of their magazines. L’Oréal Paris has remodeled its “Price It” messaging in recent times in an try and democratise these phrases, making a various vary of individuals really feel celebrated slightly than limiting it to the Doutzens, the Karlies and the Cheryls of this world.
“I didn’t begin carrying a scarf till I used to be in my twenties, however even previous to that I didn’t see anybody I may relate to within the media. It was all the time a explanation for celebration once you noticed a brown face on tv!” Khan says. “I all the time wished to be in some way in tv or in media however it felt like a pipe dream and that’s why I didn’t pursue it, as a result of I didn’t suppose there can be something for me. Which is a disgrace. I feel seeing a marketing campaign like this could have given me extra of a way of belonging. I trusted L’Oréal that they’d talk the message properly. If the message is genuine and the voice behind it’s genuine, you’ll be able to’t deny what’s being stated.”
And that’s how we would like 2018 to proceed.