In an attempt to be culturally inclusive and supportive, hair care brand Pantene launches a commercial that spotlights and celebrates hijab-wearing celebrity Yuna. The company tapped into the Malaysian singer-songwriter to promote messages of global inclusivity, as well as empower women.
The video is part of Pantene's 'Strong is Beautiful' campaign. The latest culturally inclusive advertisement is called 'Wanitabesi.' The name of the commercial references a Malaysian term that translates to 'iron lady' and which harbors imposing connotations of a reduced or lost feminity. With its initiative, Pantene seeks to give 'wanita besi' a new meaning. In particular, the culturally inclusive ad seeks to elevate the term "as [a] strength that can be found when one triumphs over unpleasant situations."