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.