Pantene lgbtq commercial
How Pantene Goes Beyond Pride Month Marketing
Every year, countless companies boot off the month of June with rainbow-colored products and other forms of Pride Month marketing. Equipped with a deluge of rainbow-colored bottles and supportive marquees, companies everywhere vault on the Pride Month bandwagon to show that they care—but that’s it.
Genuine LGBTQ+ community engagement is rare and often met with skepticism. To craft a sensitive and thriving Pride Month marketing campaign, brands need to undertake more than just wave flags and sell rainbows: they need to grasp what Pride stands for.
Pantene is no stranger to authenticity. The company has worked directly with the LGBTQ+ community for years—beyond the month of June—with campaigns that center around queer beauty, diversity, and representation. These range from “Don’t Hate Me Because I’m BeautifuLGBTQ+,” a reimagination of the company’s punch 1986 campaign, to #StyleWithPride, a collaboration with Getty Images.
But how exactly does Pantene routinely show up for the LGBTQ+ community? Here, we’ll look at Pantene’s friendly, human-centered copy—a unique strategy that’s transforming the way the mainstream media relat
Pantene Launches Don’t Hate Me Because I’m #BeautifuLGBTQ+ To Redefine What ‘Beautiful’ Looks Like Today
Created in partnership with GLAAD, Pantene’s new campaign is a revival of the brand’s iconic 1986 “Don’t Abhor Me Because I’m Beautiful” advertisement
Don’t Hate Me Because I’m BeautifuLGBTQ+ | #BeautifuLGBTQ+
As a brand once known for a particular kind of “beautiful hair,” Pantene is tackling conventional stereotypes with “Don’t Hate Me Because I’m BeautifuLGBTQ,” a modern message that’s part of their recently launched “Power To Transform” campaign. Created in partnership with GLAAD, the campaign takes the brand’s ubiquitous line from its famous 1986 advertisement to redefine what ‘beautiful’ looks like in today’s world by featuring a range of people within the LGBTQ+ community and their own unique stories of transformation.
“For many in the community, hair plays a pivotal role in their “transformation moment,” said Ilaira Resta, Vice President, North America Hair Take care of, Procter & Gamble. “In fact, from our study we found that 60 percent of LGBTQ+ persons change their hair when they have a being or identity change. So, whether that means getting a major chop or gro
New Pantene commercial interviews Japanese trans individuals about difficulties of job hunting
From the same company that brought us the world’s first two-in-one conditioner and shampoo formula, and also questioned Japan’s strict rules on job seeking attire, a modern commercial recently produced by Pantene has been making the rounds on social media.
Featuring an interview with two transsexual individuals and their experiences job hunting in Japan, it is overall a poignant portrait and homage to gender identity as well as its nuances in modern-day Japanese society.
▼ You can check it out here, with English subtitles available.
The commercial is part of a campaign supporting Diverse individuals that has been ongoing since September 2020. Titled #PrideHair, the campaign was launched by Pantene after a learn revealed that over 70 percent of LGBTQ+ individuals in Japan struggled when it came to finding employment.
When asked why, survey participants primarily mentioned “fear of discrimination and prejudice,” and a superb portion of answers also cited “uncertainty of how to present one’s self in an interview.”
▼ The commercial features close-ups of members from the Japanese trans
Created in collaboration with the LGBTQ2+ collective, the Pantene #HairHasNoGender campaign explores the true power of hair to convey identity and the power of help from those around us to make possible that self-expression.
Did you know that 53% of LGBTQ2+ experience the need to hide their persona at work?
Let’s all become observable allies to the LGBTQ2+ community and create a more inclusive workplace for all.
“12 members of the LGBTQ2+ collective from around the world – Joppe, Katy, Yaroslav, Charlie, Vivek, Angela, Eduardo, Strify, Camilla, Erika, Cathy and Silvano – tell their stories about what their hair means to their persona and the influence of support from their colleagues to express their accurate selves in the workplace. Our encourage goes beyond giving the community a platform to divide their stories; we partner with TheDressCodeProject & Out Direction and local associations to provide tips and tricks for a more inclusive workplace, safe spaces, and job opportunities for the LGBTQ2+ community. Pantene’s ultimate mission is to create more allies for the Homosexual community, provide harmless spaces for those who do not have them and give more wonderful hair days for every
Angela Ponce
“People around us are beginning to comprehend that LGBTQ rights are human rights too. We also have people who are standing next to us - parents, partners, friends, dreams, ambitions - everything that every cis straight person may have”.
"I would advise all youthful people out there, to not let others resolve anything about their persona, gender expression, appearance and personality. They have to stay true to themselves and to what they feel."
"I was very privileged in that I initiate a supportive family at work"
I was born and raised in Thessaloniki, I studied law at Aristotle University and I am a transgender straight female. I started working professionally in modeling while I was studying. While I have never practiced rule my studies have helped me broaden my perspectives and they have also provided me with useful knowledge for my life.
People believe that models carry out not have to exploit their minds a lot when working. That’s totally wrong, because on a set, a model is asked to complete a different mission each day, depending on the notion, the product he/she holds and has to advertise, the clothes he/she wears, his/her hair and the makeup, all