Hijab or the modesty rule of wearing headscarf among Muslim women has been the bone of contention as a symbol of oppression suggesting lack of women’s voice in the Islamic faith. But wearing a hijab is beyond political giveaways, cementing a firm belief in religious and spiritual significance that is a personal and conscious choice for women embracing it.
Challenging the assumptions that decline them space in taking control of their hair is L’Oreal Paris’s mainstream hair-care campaign starring a Muslim woman who has worn headscarf since her twenties.
Wearing Hijab doesn’t stop anyone from taking care of hair even if it’s out of sight and mind. Rather an extra care and attention are required for different conditions under the hijab to sustain the health and beauty of hair.
https://www.youtube.com/watch?v=ixpjlOGqfIo
Let’s look at how this game-changing ad is creating ripples for all the positive reasons.
You Can Also Read: The Vanishing Jews Of Kolkata: The Last Jews That Love The City Of Joy
Valuing Voices That Are Hidden Under The Painted Veil
When British beauty blogger Amena Khan was cast as one of the faces of L’Oreal’s new Elvive World of Care campaign, this is what she had to say about the platform opening up possibilities for diverse voices not fitting into the narrow spectrum of beauty,
“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.”
Flying in the face of stereotypes that exclude Muslim women wearing hijab from public discourse or mainstream media, this advert values hair as a form of expression, giving a sense of belonging and acceptance to women who prefer styling hair with hijab symbolic of their thriving personality.
Fighting the “West vs Rest” division
Rather than treating hijab as a garment reinforcing divisions between the West and the Muslim “rest”, this advert kicks ideas around the rising transnational fashion trade by maximizing market sales.
I think it’s necessary to get the hang of how shampoo products can cater to customers who purchase hijab from a high-end street store or online retailer by looking at it from a glamorous perspective.
Changing The Way How Others View Hijab
Shaking up traditionally-held cultural misconceptions that a piece of clothing is an indicator of women who are oppressed, this advert underlines how hijab is more than a fixed symbol which can be flexible even in the context of hair-care.
Acknowledging that women in hijab need special hair products from serums to special clips or tips while applying shampoo, allowing enough air for hair follicles to breathe, the support and celebration of young people finding someone that they can relate to are empowering.
L’Oréal Paris’s transforming advert transcends the boundaries by including a diverse range of people, thereby going an extra mile to commensurate the words “Worth It” representing its brand image.
Image Credits: @amenaofficial
Sources: VOGUE, AYIBA TEAM, INSIDER
More Recommendations:
http://edtimes.in/2018/01/seven-brilliant-questions-sudhir-chaudhary-asked-in-modis-interview-to-zee-news/
