The Largest Hair Care Brand Addresses Societal Beauty Norms and Celebrates African American Hair
Pantene has helped to define “Beautiful Hair” for 40 years through powerful images of strong, healthy hair; however, while diversity and inclusion continue to improve in society, there is still a level of inequality in how African American hair is represented in popular culture and in mainstream hair care advertising. Mass brands, like Pantene, have inadvertently been a part of this pervasive hair bias with a history of advertising showcasing a limited representation of African American hair styles and textures and promoting long, shiny, smooth hair as the pinnacle of hair health and beauty. Pantene has set out to change this perception and empower all women to embrace their strong and unique hair because all strong hair is beautiful hair.
As part of the next chapter of its “Strong Is Beautiful” story, Pantene has launched a new ad that celebrates the heritage, diversity, and beauty of African American hair, proving all strong hair is beautiful. Featuring Pantene Brand Ambassador, Jillian Hervey, alongside African American women of all ages and with a broad representation of hair textures and styles, the ad is a celebration of all strong, beautiful hair. The varieties of striking and varied styles shown are the artistic creation of Pantene Celebrity Stylist, Chuck Amos.
As a part of Pantene’s commitment to better serve the unique hair needs of African American women, the brand created a premium collection of products – Pantene Gold Series – which delivers the strength hair needs to conquer any desired style. With 15 years of research and development to understand the needs of textured hair, the collection of eight care and styling products delights the most discerning hair care and styling consumers.
Pantene Gold Series is the Brand’s first hair care collection co-created with a team of African-American PhD’s, scientists, stylists and dermatologists, specifically designed to deliver Pro-V Nutrient Blends to provide superior strength and moisture for women with relaxed, natural and transitioning hair.