‘THE POWER OF PRINT TO RESHAPE LAW AND SOCIETY’

This campaign was launched at a critical moment for Puerto Rico, seizing a societal shift towards greater recognition and appreciation of Afro-descendant heritage amidst a backdrop of historical marginalization. 

Although awareness and pride in their African heritage are at an all-time high among black Puerto Ricans, discrimination and racism stubbornly persist, underscoring the need for advocacy among all sectors of society. This extends to discrimination against black hairstyles in schools, workplaces, and other establishment institutions. This issue has become more prominent in recent years, as several attempts to pass laws against hair discrimination have consistently failed to pass Puerto Rico's fiercely divided Senate. 

Mizani, a distinguished L'Oréal brand celebrated for its mastery of textured hair care, aimed to take a strong stance against hair discrimination by embracing the profound legacy of a proud ancestral hairstyle. The goal was not simply to celebrate Afro-descendant identity, but to inspire and catalyze legal and social change through the proud legacy of an iconic black hairstyle. 

In April 2024, shortly after the campaign's successful launch, Puerto Rico’s legislature finally approved a historic law prohibiting discrimination based on hairstyles.