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
CINCINNATI--(BUSINESS WIRE)--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.
About Procter & Gamble
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