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.
“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.
CREATIVE AGENCY: Grey
Spot Title: Don’t Hate Me Because I’m BeautifuLGBTQ+
First Air Date: 6/18/19
Agency: Grey New York
Creative – Grey NY
Chief Creative Officer: Rodrigo Jatene
Creative Director: Arturo Macouzet
Assistant Creative Director: Bryan Burns
Senior Art Director: Emily Pracher
Account – Grey NY
EVP, Global Account Director: Anjali Jain
SVP, Account Director: Kate Bernhardt
Account Supervisor: Payton Brown
Strategy – Grey NY
Global Strategy Director: Julia Perissinoto
Director of Social Media: Kenny Gold
Senior Content Architect: Finn Leslie
Senior Content Architect: Andrew Pattee
Project Management – Grey NY
Project Manager: Morgan Marc
Production – Townhouse NY
Executive Producer: Keira Rosenthal
Senior Print Producer: Don Lagas
VP Casting: Nina Pratt
Associate Casting Director: Brian Safuto
VP Talent: Natasha Howell
Business Manager: Beverly Beach