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A fundamental GAME CHANGER.

"Whatever the field of work, positive change for women is possible. Every one of us is a part of this story" - Amena Khan

UK beauty blogger and co-founder of beauty brand Ardere Cosmetics, Amena Khan, stars as the first female to wear a hijab featured in a hair care mainstream advertisement. In the campaign, Amena starred amongst a number of women including Neelam Gill, Cheryl Tweedy and Dougie Poynte.

In casting Amena Khan, L’Oréal have not only marked a moment in history, but challenged the common stigma attached to women that do not necessarily show their hair; contesting the misconception that they don’t care about their hair as it is not publicly on display but rather covered up.

The campaign seeks to address how hair care is important to all women, whether they have their hair on display or not. Amena says, “You're doing it for yourself and you don't have to show it off to the rest of the world to validate that you care about yourself”, truthfully declaring that hair care isn’t about doing it for the sake of others, it’s about individuals wanting to do it for themselves. In doing this, Amena is empowering all types of women across the globe and indefinitely promoting self-care and self-love.

“L’Oréal Paris UK are both proud and excited to be launching such a unique and disruptive campaign for the haircare market” - L’Oréal Paris UK General Manager, Adrien Koskas

The diversity represented throughout this campaign follows from the previous successful launch of Fenty Beauty created by the infamous Rihanna; a beauty range that caters for all skin tones of women and inclusively embodies the love and inspiration for women everywhere from every kind of background.

L’Oréal have officially set a standard for beauty advertising and ultimately achieved delivering an authentic message to women everywhere. As an industry, there is still a long way to go, however, L’Oréal have most certainly made a step in the right direction.

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