London - From Rod Stewart to David Cassidy and Jane Fonda, the shag was the 1970s celebrity hairstyle of choice – and it’s name barely merited a raised eyebrow.
Not now, however. Beauty firm L’Oreal’s efforts to revive the hairdo have seen its adverts condemned for a “puerile” use of language.
L’Oreal’s posters, starring model Alice Dellal, urge women to request a blonde or black shag at the hairdresser. However, advertising bosses have dismissed the word as puerile and silly, while actress Ann Theato – who has appeared in The Bill and EastEnders – said the adverts “sexualise women as playthings”.
“A shag is quick, a one-off, non-committal,” she said, referring to the word’s use as a slang term for sex.
L’Oreal said the adverts were only intended for salons and “clearly show a woman having a haircut”.
Daily Mail