A Malaysian shampoo advertisement has recently gone viral and sparked widespread amusement and criticism online. The commercial features a young woman wearing a hijab who is shown shampooing her head—without ever removing the hijab. Throughout the video, she applies shampoo and massages it over the fabric, implying a hair care routine without actually revealing or engaging with her hair. While the intention may have been to represent inclusivity and respect cultural and religious sensitivities, the ad quickly drew attention for what many netizens viewed as a puzzling and unrealistic portrayal.
Critics flooded social media with sarcastic remarks and memes, questioning the logic behind showcasing a hair product on a person whose hair is never visible. Many viewers asked why the brand would choose to feature a model in hijab if the core function of the product—direct application to hair—could not be demonstrated. The ad was labeled by some as a marketing misstep, with users accusing the brand of prioritizing performative inclusivity over authentic and effective communication. Others argued that it undermined the credibility of the product by appearing disconnected from real-world usage.
Despite the backlash, there were also those who defended the ad, suggesting that it was a creative way to represent Muslim women who wear the hijab while still engaging with personal care products. They noted that Muslim women do wash and care for their hair, even if it is not shown publicly, and that advertising can be inclusive without necessarily compromising religious values. However, the overall reception of the ad highlights the challenge brands data-face when attempting to navigate cultural sensitivity, representation, and authenticity in a global market. It also underscores the importance of balancing respect for tradition with a practical and believable message in product marketing.
Critics flooded social media with sarcastic remarks and memes, questioning the logic behind showcasing a hair product on a person whose hair is never visible. Many viewers asked why the brand would choose to feature a model in hijab if the core function of the product—direct application to hair—could not be demonstrated. The ad was labeled by some as a marketing misstep, with users accusing the brand of prioritizing performative inclusivity over authentic and effective communication. Others argued that it undermined the credibility of the product by appearing disconnected from real-world usage.
Despite the backlash, there were also those who defended the ad, suggesting that it was a creative way to represent Muslim women who wear the hijab while still engaging with personal care products. They noted that Muslim women do wash and care for their hair, even if it is not shown publicly, and that advertising can be inclusive without necessarily compromising religious values. However, the overall reception of the ad highlights the challenge brands data-face when attempting to navigate cultural sensitivity, representation, and authenticity in a global market. It also underscores the importance of balancing respect for tradition with a practical and believable message in product marketing.