L’Oréal Paris has cast hijab-wearing blogger Amena Khan as a new face for hair care brand Elvive.
The British beauty blogger has been an ambassador for the brand since 2016 and features in campaigns for True Match foundation and L’Oréal’s partnership with charity The Prince’s Trust.
Khan shared the news via Instagram. She said: “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’Oréal 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.”
The campaign features a diverse cast of women, and a man, with different hair textures and demands – each represent the different products within the Elvive franchise.
“L’Oréal Paris UK are both proud and excited to be launching such a unique and disruptive campaign for the hair care market, a category which in previous years has been perceived as the cliché of beauty advertising,” said Adrien Koskas, L’Oréal Paris UK General Manager.
“At L’Oréal Paris we want to create campaigns that deeply connect with our consumers through spokespeople that inject sincerity, emotion and personality.”
Since the campaign went live four days ago, the video has been watched more than 66,000 times on Khan’s Instagram account alone.
“How many brands are doing things like this? Not many,” Khan told Vogue.
“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.”