hijab as a Marketing ploy

In products leveraging on religious values, the most important element of the brand’s success & continuity lies in having an untainted reputation, with the public identifying and believing in the brand’s integrity, moral values and honesty. In our Social Media world any veering from the straight path becomes all too apparent… And that is why I am wondering why the following story hasn’t hit spotlight and angered the public, because personally, I felt really duped when I found out this, by just doing simple google search. But let us start from the beginning.

Layla Mandi has recently been all over the media promoting her new line of Halal cosmetics OnePure now sold in Dubai, which she conceived after converting to Islam and finding out ”that even touching haram animals was forbidden and it was natural for me to understand that to use haram products on my body would prohibit me from praying. I would absorb forbidden ingredients into my skin which I could not wash off”(from the company’s about page). Layla’s pitch of sincere devoutness came packaged in photos of her proudly sporting a abaya and a loosely draped hijab, both on the OnePure website and across the media… making us perceive her as someone who embraced Islam in all of its details and lived by it.
It appears is at least in part a Marketing ploy. Because, only a few weeks before all the PR action Ms. Mandi is bravely sporting her blond hair and beautiful décolté line at Canada Day Party (also in Dubai). Now i like to give people the benefit of the doubt but it is pure hypocrisy to pretend to live a certain lifestyle to make more sales! And wouldn’t her product still sell without this dress-up? whether is deception or indecisiveness it certainly doesn't add up to me.
How do you feel about this?