Just the other day, I instructed one of the contributing writers at work to write a piece about the much improved image of diversity in the beauty industry. For example, Becca’s latest nude lippies collection for every skintone, and L’Oreal with it’s latest Independence Day campaign in Indonesia, featuring influencers with L’Oreal’s drugstore game-changer True Match range. And she beautifully added Covergirl #LashEquality campaign as another example that, slowly but surely, the beauty industry is getting more and more inclusive. How wonderful.
Can you imagine how I felt when at the same day, I got informed that I couldn’t shoot a sponsored video at work for a new powder foundation, because I’m a hijabi? At first, the brand agreed with me being a talent, just to cancel it the next day. Reason being, they didn’t want a hijabi to first introduce the new produt to our viewers.
It was not the first time that Annetta, a hijabi, is not an option for a sponsored publisihing, because some brands afraid it’d create specific image about them as a brand. I don’t know what the other brands are, because they never agree-then-disagree to feature me, like this. What’s funny is, this brand, has worked with hijab-wearing influencers before. So I don’t understand this “rejection”.
And I can’t rant as if this brand is anti-hijabis, because obviously it’s not. But based on the brand’s people reason, it’s totally a “special treatment” for hijabis. This is Indonesia; hijabis are everywhere. Aren’t you limiting your chance of greater awareness and interest to your product, with this advertising policy? You may say it’s your company’s value. I say, in this day and age, it’s a major setback to the industry.
So, as a beauty enthusiast and proud hijab wearer, I’m just going to pray some stereotypes in beauty will change for good, and throw my favorite liquid eyeliner, Silkygirl Perfect Matte Liquid Eyeliner, because obviously, now I have an issue with the Silkygirl brand.