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.