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Hair is indeed a significant aspect of personal expression for many people. For individuals within the LGBTQIA+ diverse community, hair can be a powerful tool to showcase their identities, challenge societal norms, and celebrate their unique journeys. Hair has long been recognised as an important part of human identity and can convey messages about our beliefs, values, and lifestyle choices. Livon tapped into this power by launching a Pride Month digital campaign #AllHairIsNotStraight that highlights the power of self-expression through hair. 

The deafening silence in Pride’23

Pride Month is a time when the LGBTQIA+ community and its allies come together to celebrate diversity, advocate for equality, and raise awareness of LGBTQIA+ rights and issues. It is a month filled with events, parades, and campaigns aimed at promoting acceptance and inclusivity. However, this year there have been instances where brands choose not to actively support Pride Month through dedicated campaigns. Few brands rolled back their campaigns due to severe backlash from anti-LGBTQIA+ establishments. 

Recently, Starbucks launched a campaign in support of Pride Month and the repercussions have not been very favourable, where a few individuals threatened to boycott the brand. In these tough times, when a brand such as Livon comes forward to celebrate the community and to stand by them, it shows its courage and its inherent belief in the LGBTQIA+ community.

The Livon #AllHairIsNotStraight

Livon, under its digital IP, ‘Uncut with Livon’ has been fostering honest conversations that challenge the inherent social structures. As a part of this campaign, they have launched a special series in Pride Month to honour the LGBTQIA+ community and give them a platform to express themselves. 

Also Read: Out & Proud: An Unfiltered Conversation With Toshada Uma

Livon through its various campaigns have always handed the reigns to the individual to express themselves through hair and what better time to reestablish this notion than Pride, especially when all the other brands have mummed themselves?

For the #AllHairIsNotStraight campaign Livon has partnered with Ella, Reyna, Neeta and Sanket to express their identities through their hair. It has glorified their self-expression when others have tried to silence them and most importantly, Livon, encouraged others to do the same, with pride. 

Throwing light on the new campaign, Somasree Bose Awasthi, Chief Marketing Officer, of Marico Limited said, “We are happy on the launch of our latest campaign #AllHairIsNotStraight in collaboration with the LGBTQIA+ community. Livon has always believed that hairstyling is a form of self-expression and identity and has promoted unfiltered conversations through various past campaigns. This pride month we aim to make a lasting impact by enabling unfiltered conversations with the LGBTQIA+ Community.”

Here are some ways in which hair is used as a form of self-expression within the LGBTQIA+ community-

Gender expression

Hair can be a vital aspect of gender expression and exploration. Many transgender and gender nonconforming individuals use their hair as a means to align their physical appearance with their gender identity. 

Queer aesthetics

LGBTQIA+ individuals often use hair to express their connection to queer culture and aesthetics. This can involve embracing unique or non-conventional hairstyles, vibrant colours, or bold cuts.

Coming out and visibility

Hair transformations can be a way for individuals to visually represent their coming out process or a change in their sexual orientation or gender identity. 

Empowerment and confidence

Hair transformations can contribute to a sense of empowerment and increased self-confidence for many LGBTQIA+ individuals by embracing one’s authentic self and boosting self-esteem.

Each person’s journey and relationship with their hair are unique, influenced by their personal experiences, cultural background, and desired level of self-disclosure. Remember, the #AllHairIsNotStraight campaign is not just about hair; it’s about embracing and celebrating the rich tapestry of identities within the LGBTQIA+ community. It uses this Pride Month to create a space where everyone feels seen, accepted, and empowered to express their true selves, one strand at a time.