Procter & Gamble haircare brand Pantene has unveiled a new campaign with which it is seeking to ‘celebrate African American hair’, and address societal beauty norms.
The initiative, which forms part of the haircare brand’s ‘Strong Is Beautiful’ campaign, ‘celebrates the heritage, diversity and beauty of African American hair, proving all strong hair is beautiful’, according to the company.
The face of the campaign is Pantene brand ambassador Jillian Hervey, who features alongside African American women of all ages.
Strong Hair
“We believe that all strong hair is beautiful, whether it’s straight, or curly, natural or in a protective style,” says Jodi Allen, vice president of hair care for North America at Procter & Gamble.
“Pantene has the power and voice to take action, spark conversations, and motivate a change in perceptions. We recognize the importance for African American women to feel confident wearing their hair in any style they choose, and we’re celebrating their strength in doing so.”
The company recently unveiled the Pantene Gold Series, which is designed to meet the haircare needs of African American women, and was developed in conjunction with a team of African American PhD’s, scientists, stylists and dermatologists.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.
