Tag: Pantene

Hong Kong – Pantene China teams up with Grey Hong Kong to launch a campaign blending modern hair care with the ancient Chinese art of hair embroidery, showcasing the restorative power of Pantene’s 3 Minute Miracle conditioner on even the most damaged hair. 

Hair embroidery, a revered art form recognised as an intangible cultural heritage, requires hair with exceptional elasticity, resilience, softness, smoothness, and shine and is traditionally a time-consuming process.

In this campaign, Pantene and Grey Hong Kong collaborated with master artist Zhou Yinghua to create an embroidery piece using damaged hair restored by Pantene’s 3 Minute Miracle conditioner. The goal is to demonstrate that even severely chemically treated hair can be revitalised to meet the rigorous standards of traditional hair embroidery.

Zhou Yinghua’s piece, titled ‘Court Ladies Adorning Their Hair with Flowers’, embodies Pantene’s commitment to making the impossible possible. By revitalising damaged hair to such an exceptional standard, Pantene not only restores hair but also rejuvenates an ancient craft, merging heritage with innovation.

In a gesture to share this significant artwork with the public, Pantene donated the hair-embroidered piece to the China Embroidery Art Museum, ensuring the legacy of the Pantene miracle endures.

The campaign features a launch video that highlights Pantene’s transformative power. Behind-the-scenes content reveals the detailed hair restoration and embroidery processes, giving audiences an intimate look at the artistry involved. Influencers and beauty enthusiasts are sharing their experiences, further amplifying the campaign’s empowering message.

Joe Yue, creative partner at Grey Hong Kong, explained, “While hair repair is a product feature, it’s the emotional connection with women and the cultural significance that truly makes miracles happen.” 

Lizzy Luan, brand director of Pantene China, added, “With Pantene’s innovative approach, we reimagine the timeless beauty of ancient figures through the radiant, strong hair of today’s women. This collaboration celebrates and preserves the enduring beauty of women across eras.”

Pantene launched the “Hair Embroidery Miracle Gift Box” on Tmall, enabling consumers to create their own hair embroidery. To celebrate, the ‘Night of Miracles’ event in Suzhou featured Liang Zhouyang, a board member of the Beijing Cultural Heritage Protection Centre, Teng Congcong of My Altay, and legendary table tennis player Ni Xia Lian, who shared their inspiring journeys, reinforcing Pantene’s message that miracles can happen.

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.