A new Pantene commercial debuted in the United Kingdom. The campaign is supported through a collaboration with the Dresscode Project, which was launched by hairstylist Kristin Rankin and the mission of the organization is to "create a network of gender-affirming salons and barber shops for LGBTQ2S+ clients."
The diversity-pushing Pantene commercial is created after Pantene's parent company, Procter & Gamble, surveyed 200 transgender and non-binary people and asked them about their hair salon experience. When 93% of them said that "they felt anxious about visiting [a hair salon], it was evident that there was a problem of inclusivity.
The Pantene commercial seeks to call attention to this and the video features Paris Lees who is an ambassador for the brand, as well as a transgender activist, and other noteworthy personalities.
Image Credit: Pantene