Silhouettes of success | Dyson

Dyson wanted to talk to the women of the region about their haircare range. However, women in the region wear the hijab to cover their hair. We had to sell a hair styling and care product to without actually showing hair.

Creative Solution

“Just because I don’t show my hair, doesn’t mean I don’t care about it.” This became the main approach for our campaign, ‘Silhouettes of Success’.

It’s no secret that if a woman’s having a good hair day, she feels great, and a confident woman is a successful one.

With ‘Silhouettes of Success’ we wanted to applaud strong and beautiful hijab-clad women and bring out genuine stories behind what enables them – their confidence. We tied up with four of the most genuine influencers on social media from different walks of life to create these stories.

Because we couldn’t show the product in use, we used the concept of silhouettes where we gave other women a glimpse of the influencers’ morning routine through shadows and outlines, as a metaphor for the synopsis of their story.