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
Key Themes Behind This Trend
- Gender-affirming Salons
- There is an opportunity for salons to create a network of gender-affirming services for LGBTQ2S+ clients.
- Inclusive Marketing Campaigns
- Companies have the opportunity to create more inclusive marketing campaigns to appeal to a wider range of consumers.
- Consumer-centered Research
- Businesses can conduct consumer-centered research to identify potential gaps in inclusive services or products.
Where This Applies
- Beauty
- Beauty industry can create more inclusive spaces and services, making strides towards gender-affirming options for all consumers.
- Marketing
- Marketing industry can work towards creating more inclusive campaigns to start conversations and appeal to wider audience.
- Market Research
- Market research industry can conduct more research on underrepresented communities to find new opportunities for inclusive products and services.
