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L’Oréal Paris Is Redefining This General Perception About Hair Care With Their Latest Campaign

The general belief is that women who wear veils do not really take care of their hair because nobody sees it. But that is a big lie and L’Oreal Paris‘s new campaign is debunking it.

It’s not every day we see women who completely cover their hair model hair products. Do we even see it at all? I doubt. Well, this status is about to change as Amena Khan, a typical muslim woman – veil and all, is the face of L’Oréal Paris’s New Hair Campaign!

Discussing it with Vogue magazine she 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.”

Talking about how important it is for her to care for her hair even though she covers it in public, she said, “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 and even if that expression is for my home life and my loved ones and for me when I look in the mirror, it’s who I am. If I know my hair is greasy but I have a scarf on it, I still feel rubbish all day – even if it’s covered.”

Khan also pointed out that the campaign will give women -who don’t see things that represent them in the media – a sense of belonging.

Her exact words, “I didn’t start wearing a headscarf until I was in my twenties, but even prior to that I didn’t see anyone I could relate to in the media. It was always a cause of celebration when you saw a brown face on television! I always wanted to be somehow in television or in media but it felt like a pipe dream and that’s why I didn’t pursue it, because I didn’t think there would be anything for me. Which is a shame. I think seeing a campaign like this would have given me more of a sense of belonging. I trusted L’Oréal that they would communicate the message well. If the message is authentic and the voice behind it is authentic, you can’t deny what’s being said.”

Written by Chisimdi Nzotta

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