Godrej Professional launches #ColoursAreForAll campaign
Beauty standards can be easily defined as ‘never enough’. You are either too fat, too thin, too dark, too pale, and the list goes on. These unrealistic expectations often take a toll on mental and physical health amongst individuals struggling to be accepted for who they are. While the prejudices still remain, Godrej Professional, the leading professional hair colour brand, attempts to make a difference with this campaign, weaving beauty with the message of acceptance, inclusivity and self-expression. The initiative attempts to do this through hair colours. #Coloursareforall as the hair colour one wear doesn’t see gender, race, size, or skin.
To amplify message, Godrej Professional brought together people who struggled with the societal stereotypes for their individuality. This included leading ladies from the Indian film industry such as actresses Huma Qureshi, Tara Sutaria, Malavika Mohanan, and Amala Paul. The initiative also featured inclusivity champions like Nitasha Biswas, a transgender model and TedX speaker, model Archana Akil Kumar, Influencer Aayushi Badheka - an advocate for mid-sized fashion and model Zander Lama. All of them were criticized either for their body size, skin colour, sexual orientation, and regional heritage.
Commenting on the campaign, Neeraj Senguttuvan, Category Head - Hair Care, Godrej Consumer Products Ltd (GCPL), said, ‘Fashion and beauty are proud and unapologetic reflections of individual identities. There has often been misconception that hair colour and bold styles are only for a certain segment of people. The truth, however, is far from that. As a brand, we’ve always believed that our products can be used by absolutely anyone and that’s what makes Godrej Professional a leading name in hair colour segment. We want to be synonymous with inclusivity and confidence, the campaign and the ‘Dimension-Ombreyage collection’ is a step in this direction. This new campaign will push us to look at blurring lines of beauty and create an acceptance for all."
As part of the campaign, Godrej Professional attempted to symbolize inclusivity and self-expression with its latest ‘Dimension Ombreyage’ collection. Co-created by the country’s prominent hair stylists like Heena Dalvi, Ryan D’Rozario, Sylvia Chen and Najeeb Rehman, the four hair colour looks encompasses a multitude of tones and styles to create distinct looks for every mood, every style and every identity. It celebrates and flaunts every dimension and style that makes one look and feel beautiful, inside and out because hair colour does not differentiate between gender, race, size, or skin tone. The four new looks are donned by inclusivity champions as well as Huma Qureshi, Tara Sutaria, Malavika Mohanan, and Amala Paul.
Sharing her views, actress Huma Qureshi said, “Everyone is deserving and has every right to feel beautiful, just the way they are. ‘Dimension’ campaign flaunts and celebrates every person’s individuality and style. Every human being has the right to look and feel beautiful. I am excited to associate with Godrej Professional and this collaboration is close to my heart because I resonate greatly with the campaign’s idea of being beautiful, proud and unapologetically unique.”
Actress Tara Sutaria added, “Being an actress isn’t always easy especially with constant judgement and comments on our appearance and even personality. I’ve faced it too! The new campaign by Godrej Professional is close to my heart with their ode to acceptance and celebration of all."
Godrej professional is the first Indian hair professional range developed in partnership with the Indian hairdressing industry, tested and certified by the Salonists and Scientists alike. The colour range consists of 28 stunning hair colour shades, all specifically created for Indian hair.