# LGBTQ-Friendly Hair Salon Initiatives The Pantene Commercial Takes a Social Stance for Inclusivity By Kalin Ned | Published 2019-11-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pantene-commercial References: [prweek](https://www.prweek.com/article/1666316/pantene-tackles-issue-misgendering-hair-salons) & [youtube](https://www.youtube.com/watch?v=yGNPCuf6mmg) A new [Pantene](https://www.trendhunter.com/trends/pantenes-new-campaign) 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](https://www.trendhunter.com/trends/textured-hair-care), 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 ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 12% | Activity: 56% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Hair Repair-Focused Campaigns](https://www.trendhunter.com/trends/pantenes-new-campaign.md) - [Inclusive Hair-Styling Campaigns](https://www.trendhunter.com/trends/myhairamimodo.md) - [Hair Diversity Campaigns](https://www.trendhunter.com/trends/crown-campaign.md) - [Inclusive Salon Concepts](https://www.trendhunter.com/trends/lush-hairlab.md) - [Pride-Celebrating Skincare Campaigns](https://www.trendhunter.com/trends/2025-pride-campaign.md) - [Expansive Pride Month Initiatives](https://www.trendhunter.com/trends/primark-pride-collection.md) - [Textured Hair Advertising Campaigns](https://www.trendhunter.com/trends/from-one-queen-to-another.md) - [Immersive Queer-Led Community Initiatives](https://www.trendhunter.com/trends/united-by-vanity.md) - [Inclusive Beauty Brands Initiatives](https://www.trendhunter.com/trends/pride-and-beauty-for-everyone.md)