In their recent marketing campaign, Pantene decided that the best way to look forward is by remembering the past.
The hair care company have just released their latest marketing campaign, Don’t Hate Me Because I’m BeautifuLGBTQ+.
The new campaign video features a variety of people from across the LGBTI communities, and includes trans, queer, non-binary and androgynous individuals.
The campaign’s name derives from their Don’t Hate Me Because I’m Beautiful ad from the mid-1980s. It is part of the company’s Power To Transform initiative.
Pantene, which is part of the American multinational Procter&Gamble, say the marketing move is designed to ‘tackle conventional stereotypes’ of beauty and celebrate LGBTI diversity.
For the campaign, Pantene worked in collaboration with LGBTI rights group, GLAAD. The release also coincides with Pride Month, which takes place throughout June.
In the recent past, Pantene have worked to make several of their ads LGBTI inclusive. This has been particularly so for the trans community.
‘Hair is an impactful visual cue of transformation’
Pantene’s latest campaign’s title comes from their 1986 advertisement. The ad, which featured model Kelly LeBrock, made the title an established pop culture phrase in the 1980s.
In a press release, Ilaira Resta, Vice President, North America Hair Care, Procter & Gamble, discussed the company’s rationale for giving a 33-year-old TV commercial a 21st-century LGBTI makeover.
‘For many in the community, hair plays a pivotal role in their “transformation moment,”’ said Resta. ‘In fact, from our research we found that 60 percent of LGBTQ+ persons change their hair when they have a life or identity change.
‘So, whether that means getting a major chop or growing out your locks to defy societal norms, or embracing hair that bends the gender binary entirely – Hair is an impactful visual cue of transformation, and this new campaign from Pantene aims to show the beauty of all transformations and of all people.’
GLAAD President and CEO Sarah Kate Ellis praised the company for their marketing’s focus on LGBTI communities.
‘Pantene has raised the bar for authentic inclusion by shining the spotlight on a diverse group of LGBTQ people in this powerful new campaign,’ said GLAAD President and CEO Sarah Kate Ellis.
‘Hearing these LGBTQ individuals speak about their identities as well as their drive to be their true selves will empower other LGBTQ people and remind us all what true beauty is all about.’
The company have also started the hashtag #BeautifuLGBTQ on Twitter, asking LGBTI Twitter users to share their stories.
Trans-inclusive ad campaigns
Over the past year, Pantene have released several ad campaigns which have been notable for their trans-inclusivity.
Earlier this month, Pantene announced that Paris Lees, a British trans rights activist and journalist, had become the new face of the beauty brand.
Lees follows in the footsteps of featurestrans model and fellow Brit, Cambell Kenneford. The model appeared in a Pantene marketing campaign in March.
In November last year, the company produced an ad for Transgender Awareness Week which featured Filipino trans model, Kevin Balot.
Prior to this, the Pantene released a similar ad in Thailand which featured a number of Thai trans women. The video is presented by trans actress and model, Treechada Petcharat.
A number of other multinational companies have also worked to make their brands more LGBTI inclusive in time for Pride Month, such as Mastercard, which announced they would allow trans and non-binary people to use their chosen names on plastic payment cards.