Pantene is Bringing Its #HairHasNoGender Project to Canada
Riley von Niessen — November 27, 2020 — Marketing
As a part of its ongoing commitment to supporting equality of the LGBTQ+ community, Pantene launched its #HairHasNoGender project in Canada in celebration of Transgender Awareness Week, after first debuting it in Europe last year.
When the campaign first launched last year, Pantene was the first to feature transgender women in a hair commercial. Now, the brand has launched another short that's dedicated to its new Canadian hair ambassador, Vivek Shraya. In the campaign, Shraya, a transgender artist, shares her story—speaking to how her parents have offered their support in their own way, as well as how hair has impacted her life and artwork by playing a key role in her self expression. The campaign also features Travis Alabanza, Lea T, Angela Ponce, and Johanna—who similarly highlight the importance of familial support and acceptance in their lives.
Image Credit: Pantene
When the campaign first launched last year, Pantene was the first to feature transgender women in a hair commercial. Now, the brand has launched another short that's dedicated to its new Canadian hair ambassador, Vivek Shraya. In the campaign, Shraya, a transgender artist, shares her story—speaking to how her parents have offered their support in their own way, as well as how hair has impacted her life and artwork by playing a key role in her self expression. The campaign also features Travis Alabanza, Lea T, Angela Ponce, and Johanna—who similarly highlight the importance of familial support and acceptance in their lives.
Image Credit: Pantene
Trend Themes
1. Transgender Visibility - Brands that showcase support for transgender communities in their marketing campaigns.
2. Increased Inclusion in Advertising - The inclusion of traditionally marginalized communities in advertisements to promote acceptance and support.
3. LGBTQ+ Representation in Mainstream Media - An increase in the representation of LGBTQ+ individuals in mainstream advertising and media.
Industry Implications
1. Beauty and Personal Care - Opportunity for beauty brands to showcase inclusion and support of marginalized communities through targeted marketing campaigns.
2. Fashion - Opportunity for fashion brands to showcase inclusion and support of marginalized communities through targeted marketing campaigns.
3. Entertainment - Opportunity for media companies to increase representation of LGBTQ+ individuals in their productions and advertising, promoting acceptance and understanding.
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