Pantene Launches “Don’t Hate Me Because I’m #BeautifuLGBTQ” To Redefine What ‘Beautiful’ Looks Like Today
June 18 2019 - 5:30AM
Business Wire
Created in partnership with GLAAD, Pantene’s
new campaign is a revival of the brand’s iconic 1986 “Don’t Hate Me
Because I’m Beautiful” advertisement
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 new 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.
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the full release here:
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Pantene is tackling conventional
stereotypes with “Don’t Hate Me Because I’m BeautifuLGBTQ”
(Graphic: Business Wire)
“For many in the community, hair plays a pivotal role in their
“transformation moment,” said Ilaira Resta, Vice President, North
America Hair Care, Procter & Gamble. “In fact, from our
research we found that 60 percent of LGBTQ+ persons change their
hair when they have a life or identity change. So, whether that
means getting a major chop or growing out your locks to defy
societal norms, or embracing hair that bends the gender binary
entirely – Hair is an impactful visual cue of transformation, and
this new campaign from Pantene aims to show the beauty of all
transformations and of all people.”
Each person featured represents their own transformation and
unique sense of self-expression, with three stories being featured
in separate supporting campaign videos. One video shares the story
of Pooya, a transgender woman from Iran who was once jailed for
having hair that was considered too long. “I want to be there for
people in a way that I didn’t experience when I was younger, and
let them know that there is nothing wrong with them,” Pooya states
in the video after joining the initiative in hopes that her story
would enable others to see their place in the world and envision
the transformations they are capable of.
In addition to being WorldPride sponsors, the launch of “Don’t
Hate Me Because I’m BeautifuLGBTQ+” also comes with the
announcement of Pantene’s partnership with GLAAD, which will
continue to uplift members of the LGBTQ+ community by celebrating
inclusion, representation and freedom of expression. This furthered
commitment follows recent global Pantene campaigns in the
Philippines and the U.K. which celebrate and showcase transgender
beauty and the stories of that community.
“Pantene has raised the bar for authentic inclusion by shining
the spotlight on a diverse group of LGBTQ people in this powerful
new campaign,” said GLAAD President and CEO Sarah Kate Ellis.
“Hearing these LGBTQ individuals speak about their identities as
well as their drive to be their true selves will empower other
LGBTQ people and remind us all what true beauty is all about.”
In April, Pantene launched its new “Power to Transform” campaign
which recognizes, celebrates and gives visibility to those who
transform their lives and the world around them every single day.
As a result, the brand has committed to telling stories of
transformation that defy bias, celebrate personal expression and
show a more inclusive world.
Pantene wants every head of hair held high with Pride, and
encourages the LGBTQ+ community and its allies to express their
authentic selves and share their own transformations to show the
world all they are capable of and just what “beautiful” looks like.
Join in the conversation by using #BeautifuLGBTQ, and learn more
about what Pantene is doing at www.pantene.com/en-us/pride.
About Procter &
Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please visit
http://www.pg.com for the latest news and information about P&G
and its brands.
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version on businesswire.com: https://www.businesswire.com/news/home/20190618005209/en/
For press inquiries:Monica Almeida,
212-485-1681malmeida@hellommc.com
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