We were brainwashed

We were brainwashed


Less social labels, more personal choices.

 We developed this content for the #YourHairYourChoice campaign by Dove Argentina, featured in the supplement of Clarin newspaper.

For many years, women’s hair was portrayed in images in only one way: long, straight, and blonde. This led to every time we saw a woman deviating from the norm by having short hair, curly hair, or hair of a different color, it caught our attention. And not only that, but upon seeing those hairstyles, we formed prejudices and drew conclusions about that person.

Let’s set aside hair prejudices


It’s interesting to think about how the ideal of hair, what is considered «desirable,» has changed over different eras. In the 80s, curly hair was sought after, but later on, it became frowned upon, and people with curls were constantly told that their hair was «more beautiful,» «neater,» and «less messy» when straightened. Where do all these prejudices against curls come from? Are we aware of how much they can hurt us to continue holding onto these prejudices? In a conversation with a teenager during a workshop, she once told me that at the age of 8, she asked for a straightening iron as a birthday gift because she was distressed about being teased about her hair at school. These stereotypes accompany us from a young age, and sometimes we don’t fully realize how much they shape us…

Gray hair

In different stages of life, we encounter prejudices. As we grow older and our bodies change, we find that gray hair is often associated with being «neglectful» or «letting oneself go.» This prejudice highlights the gender inequality that exists concerning aesthetics, as only women are judged for it, whereas men who choose to embrace their gray hair are seen as «interesting» or «intelligent.»

Short hair

Often, we hear that women with short hair are labeled as «lesbian,» «not feminine enough,» or that it makes us look «like a little boy,» conveying these comments with a negative connotation. The question is: How does a haircut have any relation to a person’s sexual orientation? Why is someone’s sexual orientation used as an insult towards women who choose to cut their hair in a certain way? It’s time to stop perpetuating these associations.


Nowadays, many people are questioning established stereotypes and highlighting that the choice we make regarding our hair does not define who we are. It is important to initiate conversations about this topic in schools, family discussions, and gatherings with friends, in order to stop limiting women in their hair choices. Let’s break free from the notion that we can only have ONE type of hair to be socially accepted. Let’s refrain from giving unsolicited opinions about other people’s choices and not suppress our own preferences due to external judgments. Let’s take charge of our hair, do what we want, when we want, and embrace our individuality.

General Director: Cande Yatche
Photography: Loli Laboureau Creative
Direction: Amanda Trosman
Models: Marisa Fresco – Nikki Ortiz Castellanos – Maira Lizet Diaz – Paula Caputo – Flor Alvarado

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