P&G haircare brand Pantene recently launched the #POWEROFGREY campaign that features women with gray hair of varying ages. The imagery is coupled with common negative perceptions of graying hair including: "gray hair says – cover me up," "gray hair says – you’ve let yourself go," and "gray hair says – you’re invisible."
The #POWEROFGREY campaign also features an accompanying video with celebrities and micro-influencers including Lisa Snowdon, Alison Hammond, and Andrea Mclean who discuss gray hair in an empowering and accepting manner. The video ends with the text "The more we see gray hair on women, the less we need to talk about it." The campaigns also promote Pantene's new 'Gray & Glowing' collection that includes shampoo, conditioner, and a scalp cream.
This campaign is a great example of brands tacking an interest in the personal development and self-acceptance of their consumers.
Key Themes Behind This Trend
- Gray-hair Celebration
- Expanding the narrative around gray hair from negative perceptions to celebration opens up opportunities for brands to cater to this demographic.
- Empowering Aging Women
- Campaigns that empower and celebrate women as they age provide opportunities for brands to tap into the growing market of confident older consumers.
- Inclusive Beauty Standards
- Promoting diverse beauty standards, including gray hair, allows brands to connect with consumers seeking representation and inclusivity.
Where This Applies
- Haircare
- Haircare brands can create innovative products and marketing campaigns that highlight the natural beauty of gray hair and cater to the specific needs of aging hair.
- Beauty
- The beauty industry can expand its offerings to include more products and services that cater to the unique needs and desires of older consumers who embrace their gray hair.
- Fashion
- Fashion brands can incorporate gray-haired models into their advertising and campaigns, promoting a more inclusive and diverse representation of beauty.
