Ohio, USA Procter and Gamble-owned hair care brand Pantene has collaborated with Getty Images’ custom content photographers from around the world to produce #StyleWithPride, the latest edition of their ongoing #BeautifuLGBTQ+ campaign. Embracing the diversity of ways people express themselves, Pantene’s newest advertising campaign features a gallery of real-life depictions of people from all parts of the LGBTQ+ community. 

In addition, Pantene has teamed up with the Dresscode Project to ensure an authentic and inclusive depiction of the LGBTQ+ population, as well as to offer stylists from the LGBTQ+ community an opportunity to contribute to the program.

Pantene said, the representation of the LGBTQ+ community has made major strides in popular culture, especially in areas like film, television, and music. Yet, brands and agencies still lag the mainstream media in representing LGBTQ+ people in their advertising and brand communications. In fact, less than 1% of the most popular visuals at Getty Images feature an LGBTQ+ person and when they are included, those depictions are often stereotypical or one-dimensional. 

Outward expressions of identity including physical appearance, choices of clothing and sense of style, and even hair types, haircuts and hair colours can be an essential component of affirming identity for many LGBTQ+ people. Stereotypes that adhere to the gender binary or heteronormativity, exclude the diverse self-expressions of the LGBTQ+ community from today’s advertising and can have a profound impact on their experiences out in the world.

Brent Miller, Global LGBTQ+ Equality & Inclusion for P&G, said that marketing and advertising images surround us every single day, and so many members of the LGBTQ+ community can relate to not feeling seen or represented in these images,”

“Hair is such a powerful tool for self-expression, yet this often isn’t captured in traditional advertising which tends to often focus on stereotypes or visual shortcuts. Our goal with this campaign is to encourage brands to showcase the beauty in its many forms and celebrate all the ways hair can be used to feel like the best, most authentic version of yourself,” Miller said.

The aim of Pantene’s gallery is both to enable and to challenge the industry to follow their lead and demonstrate what beautiful looks like by accurately representing how LGBTQ+ communities #StyleWithPride. 

Tristen Norman, Head of Creative Insights for the Americas at Getty Images, shared, “Our ongoing VisualGPS research affirms that the most recalled depictions of the LGBTQ+ people are stereotypical, that’s if they’re even seen at all.” 

“This campaign provides an opportunity for us to play a part in celebrating the diversity of self-expression within the queer community, and ultimately help change the prevailing narratives to help fuel better, and more inclusive visual storytelling across all forms of media,” Norman adds.

Kristin Rankin, Dresscode Project founder, commented, “Traditionally the hair and beauty marketing industry has been based on stereotypes and biases related to the idea of gender is binary. This campaign allows us to shine a light on the diversity this community uses to express themselves while challenging stereotypes in the media. For many in the LGBTQ+ communities, their hair journey is immensely personal and being able to see themselves and all the different ways hair can be used for self-expression will allow them to feel celebrated and help break these biases.”

The #StyleWithPride gallery is now live on Getty Images and will be accessible for all brands to leverage. 

And finally, as a show of support for inclusivity and equality for all, Pantene will be donating $1 to Dresscode Project for every photo shared using #StyleWithPride to reinforce their commitment (*up to $100,000). This campaign is the latest in support of Pantene’s mission to represent, celebrate and make the LGBTQ+ community feel beautiful year-round.