Pantene’s #BeautifuLGBTQ+ initiative encourages self-expression through hair
Pantene is highlighting the importance of how a haircut or style can be a powerful tool for self-expression and gives individuals the confidence to be their true selves for the LGBTQ+ community
Through this latest iteration of the brand’s #BeautifuLGBTQ+ campaign, Pantene is working with Getty Images’ custom content photographers from around the world on the #StyleWithPride movement.
“Marketing and advertising images surround us every single day, and so many members of the LGBTQ+ community can relate to not feeling seen or represented in these images,” said Brent Miller, senior director of global LGBTQ+ equality and inclusion at P&G. “Hair is such a powerful tool for self-expression, yet this often isn’t captured in traditional advertising, which tend to often focus on stereotypes or visual shortcuts. Our goal with this campaign is to encourage brands to showcase beauty in its many forms and celebrate all the ways hair can be used to feel like the best, most authentic version of yourself.”
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With this initiative, Pantene celebrates the range of styles used by individuals to express themselves by working with Getty Images’ custom content photographers on the creation of a gallery of authentic representation across all LGBTQ+ spectrums that will be accessible to all.
The aim of the gallery is to both enable and challenge the industry to follow the brand’s lead in demonstrating what beautiful actually looks like by accurately representing LGBTQ+ communities via #StyleWithPride, the company said.
“Our ongoing VisualGPS research affirms that the most recalled depictions of the LGBTQ+ people are stereotypical, that’s if they’re even seen at all,” said Tristen Norman, head of creative insights for the Americas at Getty Images. “This campaign provides an opportunity for us to play a part in celebrating the diversity of self-expression within the queer community, and ultimately help change the prevailing narratives to help fuel better and more inclusive visual storytelling across all forms of media.”
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As part of the campaign, Pantene will team up with the Dresscode Project to ensure authentic and inclusive representation, as well as offer an opportunity for stylists of the LGBTQ+ community to contribute to the program.
In addition, the brand will work with GLAAD to continue to support the Visibility Project.
“Traditionally, the hair and beauty marketing industry has been based off stereotypes and biases related to the idea of gender being binary,” said Kristin Rankin, Dresscode Project founder. “This campaign allows us to shine a light on the diversity this community uses to express themselves while challenging stereotypes in the media. For many in the LGBTQ+ communities, their hair journey is immensely personal and being able to see themselves and all the different ways hair can be used for self-expression will allow them to feel celebrated and help break these biases.”
Lastly, Pantene will donate $1 to the Dresscode Project for every photo shared using the #StyleWithPride hashtag, up to $100,000, to reinforce its commitment.