L’Oreal, one of the largest beauty supply companies in the world, is planning an ad campaign for hair care products featuring women wearing a hijab – a garment that covers a woman’s hair and is typically worn by Muslims. According to blogger and model Amena Khan, regardless of whether a woman shows her hair in public, hair care products should be advertised to them.
“L’Oréal Paris UK are both proud and excited to be launching such a unique and disruptive campaign for the haircare market, a category which in previous years has been perceived as the cliché of beauty advertising,” Adrien Koskas, L’Oréal Paris UK general manager, said.
Khan, who will be featured in L’Oreal Paris’s campaign, says the campaign combats a perception that women in hijab aren’t interested in hair care.
BOYCOTT ANTI-WOMEN SHARIA @Loreal!
L’Oreal Chooses Hijab-Wearing Jihadi in New Hair Campaign….NO SERIOUSLY
— Amy Mek (@AmyMek) January 18, 2018
“You have to wonder — why is it presumed that women that don’t show their hair don’t look after it?” Khan asked during an interview with Vogue. “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.”
Twitter users found that assertion ridiculous, and were quick to point out the goal of advertisement: to showcase the product. Included below are examples of incredulous tweets.
— Liam Tuffs (@TuffsLiam) January 18, 2018
Where’s her hair tho?? 😂😂😂
— Ester Santos (@Ester_Santos87) January 17, 2018
In marketing it generally helps to show the good results. We’re a visual people – customers react to images of beautiful hair. It’s pretty silly to choose a spokesperson who can’t show off the quality results you sell.
This is a gimmick – likely to be short lived.
— Adam Oates (@AhemNotQuite) January 18, 2018
This is like a bald clean shaven man advertising for hair styling gel pic.twitter.com/Lk484pZ56A
— Treson Saint (@theSaint0371) January 18, 2018
It reminded me of this ad. pic.twitter.com/wqjBC3oWd5
— Sagal ✌️🍷 (@SagalQasim) January 18, 2018
— Chandler (@FatJimHalpert) January 18, 2018
A hair campaign where 95+% of one’s hair is hidden is perfect? Wow you guys have really lost it. I suppose your readers agree with you though because they are mindless sheep. I suppose the King isn’t naked either?
— Michael Day ⭐ (@kf9ug) January 18, 2018
She should be advertising laundry detergent for cleaning her scarf. L_’Oreal is ridiculous.
— Redwarrior (@coalese) January 18, 2018
Looks like it turned her hair into a pink cloth
— Deplorable ML (@Deplorable_ML) January 18, 2018
Others expressed anger that L’Oreal would support the hijab, as many see it as a symbol of patriarchy and oppression.
L’Oreal contributes to the normalization of the hijab, a symbol of actual patriarchal oppression, violence & enforced modesty culture for women across the Middle East.
How is this perfect? https://t.co/TFw0a6GWZd
— Paul Joseph Watson (@PrisonPlanet) January 18, 2018
Does L’Oreal also produce make-up for women who got attacked with acid after removing the Hijab? https://t.co/kN2ZofvOY1
— Aisha Murtad (@UmmAlMumineen) January 18, 2018
how sickening when women are being killed, tortured, raped imprisoned in Iran for daring to remove their hijab Disgusting! I won’t ever buy a product from this company again
— Suze Michelini (@emilia_suze) January 18, 2018
— Hater Dave (@BoxingAsylumWhy) January 18, 2018
What’s the point in washing your hair or even having any hair if you’ve been brainwashed into believing your allah will punish you to an eternity of hell and torture if you don’t cover it in public. Poor Muslim women have been controlled by their men for centuries.
— Arian Bahrami (@AriBahrami) January 18, 2018
Drawing attention to oneself and especially her hair doesn’t seem to be encouraged in Islamic countries. Wonder how these ads will do in Saudi Arabia?
— Kimberly Napolitano (@KimberlyNapoli2) January 18, 2018
…And if you convert to Islam, marry her, and then treat her like chattel, you’ll get to see her hair…Otherwise Mr. Infidel: stay with the non-Islamic women who use L’Oréal and you get to compliment them on their lustrous hair + treat them with respect. I’ll take the latter.
— Litig8tor (@mhab1959) January 18, 2018
You’re new campaign spokeswoman makes excuses for Hamas terror. pic.twitter.com/qdkPzDSqxj
— Alex VanNess (@thealexvanness) January 18, 2018
— Pamela Geller (@PamelaGeller) January 18, 2018
— FITNESS Magazine (@FitnessMagazine) January 18, 2018