The Pantene Gold Series is an eight-piece collection of products by the brand that are specifically targeted towards the needs of Black women, and its accompanying commercial speaks to the power of the beauty and diversity of Black women's hair.
Whether it is in discriminatory school dress code policies, in the beauty industry, in politics or in society at large, Black women's natural hair is often policed in public discourse. The Pantene Gold Series commercial seeks to help shift the narrative, showing the diversity, elegance, and dynamic nature of Black women's natural hair. The commercial is overlaid with a spoken-word style narration that states: "We are proudly born with hair that grows strong as a storm and doesn't conform to a beauty norm."
The Pantene Gold Series commercial proudly takes part in a growing pushback from Black activists and their allies – and their refusal to conform to rigid and often discriminatory European beauty standards.
Why This Trend Is Growing
- Empowering Hair Ads
- Creating ads that highlight diversity and empower marginalized groups can help shift societal beauty standards.
- Inclusivity in Beauty
- Developing beauty products that cater to the needs of diverse populations can increase brand loyalty and tap into new markets.
- Pushback Against Discrimination
- Joining social movements that advocate against discrimination and promote inclusivity can strengthen a brand's reputation in the eyes of consumers.
Industries Being Reshaped
- Beauty and Personal Care
- Brands in the beauty and personal care industry can innovate by creating products that cater to the needs of underrepresented groups.
- Advertising and Marketing
- Campaigns that celebrate diversity and empower marginalized groups can create a competitive edge in the advertising and marketing industry.
- Social Justice Advocacy
- Organizations that support social justice movements can tap into opportunities to work with brands that take a stand against discrimination and promote inclusivity.
