Just when you think you’ve seen it all…another company puts diversity before market share and creates the most mind-boggling marketing campaign we’ve seen in a long time. In an effort to sell their hair care products, L’Oreal has chosen to feature a woman whose religion prohibits her hair from being shown as an example of how great their hair product works. Oh well, the woman in the hijab may not sell any hair products, but L’Oreal has successfully pandered to the feminist crowd, who of interestingly enough, doesn’t seem to have any problem with submissive women…
Breitbart News reports that L’Oréal Paris UK has cast a woman who wears an Islamic headscarf as a model in a hair care product campaign.
Youtuber and Instagram personality Amena Khan called the L’Oréal hair care ad campaign, launched Monday, “game changing” for showcasing a woman who completely covers her hair.
“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,” she told the British edition of Vogue.
The fashion magazine applauded the “conversations” the ad will “provoke”, saying that L’Oréal has now “democratised” its “Worth It” messaging.
“Whether or not your hair is on display it doesn’t affect how much you care about it,” Ms. Khan says in her portion of the one minute-ad which featured other “diverse British ambassadors and influencers”.
A game changing new campaign!!! 👏🏽❤️ 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. @lorealhair #WORLDOFCARE #ELVIVEXRANKIN #ALLWORTHIT #AD
Last year, L’Oréal Paris UK fired its first transgender ‘ambassador’ Munroe Bergdorf, then hailed as the new “face of modern diversity”, after Bergdorf made racist comments online about the “violent” white “race”, later claiming that “all white people benefit from racism”.
According to a survey of major advertisers undertaken in August 2017, companies are putting ‘diversity’ above marketplace relevance, with more than one-third of advertisers saying the approach was adopted to “prevent perceived discrimination”.