The P&G Haircare Brands’ Black History
Month Campaign reinforces #RootedInScience as a Foundational Link
to Black Heritage and Black Haircare
In honor of Black History Month, P&G’s Royal Oils by Head
& Shoulders and Gold Series from Pantene enlisted the help of
AfricanAncestry.com to trace the DNA of the team behind the brands
and launch a journey of discovery that is #RootedInScience. The
campaign, aptly entitled “Crowns of Heritage,” encourages people to
reflect on the missing pieces of their family history and receive
an opportunity to reconnect with the African roots of their family
tree. The Crowns of Heritage Sweepstakes will give away 50
AfricanAncestry.com DNA test kits, giving winning individuals the
ability to broaden their sense of identity and celebrate a fuller
picture of their history.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210203005619/en/
The P&G Haircare Brands’ Black
History Month Campaign reinforces #RootedInScience as a
Foundational Link to Black Heritage and Black Haircare. (Photo:
Business Wire)
From the inception of both brands, science and heritage have
played a key role in filling a void in the marketplace for Black
consumers with products designed to meet and support their haircare
needs. As part of the Crowns of Heritage campaign, more than a
dozen P&G Multicultural Haircare Brand Build Builders,
Ambassadors, Executives, and Scientists took the
AfricanAncestry.com DNA test and participated in a group reveal.
Led by Dr. Gina Paige, AfricanAncestry.com co-founder, the team
celebrated new connections and missing links in their family
stories. The reveal also provided relevant historical context on
the results and shared connections with other prominent Black
innovators and leaders, reinforcing a legacy of strength and
resilience, with hope for a more informed future.
“This last year reinforced how important connection is to grow
and thrive. Technology has been integral to staying connected to
family and deepen those relationships,” said Nadirah Mutala of
P&G Beauty Communications. “The Crowns of Heritage campaign
allowed all of us to expand our family group to include ethnic
groups from West and Central Africa. Now, we can fully embrace and
explore a more complete picture of ourselves. The power of this
knowledge is a gift that we can share with our families to empower
us for generations. We want to give this gift to more people.”
The power of science to unlock important answers is never more
powerful and poignant than it is for us today. This legacy shows –
from DNA testing to hair microscopy, P&G has committed to
decades of cutting-edge innovation and technology, plus ongoing
research of textured hair in partnership with Black scientists,
dermatologists and stylists to create Royal Oils and Gold Series
haircare products. Beyond the technology, the talented and
dedicated team of Black experts who worked on these products
combined personal passion with rich scientific knowledge to ensure
that the range of products are effectively formulated for every
stage of the curly, coily hair journey – natural, relaxed, blow
outs, protective styles, and so much more.
“Our team of Black scientists has made understanding our hair
their mission, using specialized testing protocols on hair samples
from people of African descent to ensure optimal performance and
best-in-class product benefits,” said Dr. Rolanda Wilkerson,
Principal Scientist of P&G Beauty. “Royal Oils and Gold Series
are #RootedInScience, and that underpins all we do to ensure we
deliver products that truly serve Black consumers. We turned to
science in this campaign and our formulas to deepen the connection
with the larger community, for a deeper understanding of our
heritage and products designed for them.”
The power of science and passion underpins the partnership with
AfricanAncestry.com, which owns the largest database of proprietary
African lineages for the Crowns of Heritage campaign.
AfricanAncestry.com has demystified the African roots of more than
a million people across the diaspora, underscoring the deep desire
and need for people to better understand who they are in today’s
America and across the world.
“We are thrilled about our partnership with Royal Oils and Gold
Series, and their commitment to science and innovation that
empowers them to better understand themselves and their consumers,”
said Dr. Gina Paige. “Our hair identity is a cornerstone of the
Black beauty experience, and we hope this alignment deepens and
enhances how we view ourselves and Africa in a very powerful,
transformative way.”
Join Royal Oils, Gold Series and AfricanAncestry.com to share
your #CrownsofHeritage this Black History Month:
- WATCH the Royal Oils and Gold Series Crowns of Heritage
video: https://youtu.be/sbCE94TjI1k.
- ENTER to win 1 of 50 AfricanAncestry.com DNA Tests
between now and February 28, 2021, at crownsofheritage.com.
- JOIN the conversation by sharing how you’re connecting
with your African heritage this Black History Month using the
#CrownsofHeritage hashtag and tagging @pantene, @headandshoulders,
and @africanancestry on your social channels. (@headshoulders on
Twitter and @headandshouldersusa and @PanteneNA on Facebook)
The Sweepstakes is open now through February 28, 2021 to legal
residents of the 50 states of the United States and the District of
Columbia, 18 years of age or older. For more information about the
“Crowns of Heritage Sweepstakes,” please visit
crownsofheritage.com.
For more information about the Royal Oils Collection, please
visit
headandshoulders.com/en-us/shop-products/royal-oils-collection. For
more information about the Gold Series Collection, please visit
pantene.com/en-us/gold-series-collection.
About Royal Oils by Head & Shoulders
Developed specifically for textured hair by a team of Black
scientists, Royal Oils by Head & Shoulders provides expertly
designed scalp relief and luxuriously moisturized hair for all
natural, relaxed, curly and coily crowns. Royal Oils scientists
also understand the significance of protective styling, which is
not only about looks, but also functionality. Launched in 2021,
Royal Oils has released a new collection, specifically designed for
prolonging protective styles while maintaining scalp health – the
Royal Oils Protective Styles Collection.
About Gold Series from Pantene
Gold Series from Pantene is a breakthrough line designed to
provide strength and moisture for women with relaxed, natural, or
transitioning hair. This superior care and styling line was
co-created with scientists, stylists, and dermatologists who
understand the unique needs of textured hair. Each product in the
Gold Series Collection is powered by Pro-V blends and protective
conditioning and repair agents formulated to work together to
improve moisture, strength, elasticity, smoothness, and shine.
Launched in 2021, Gold Series has an entire new collection
dedicated to repairing your hair from the inside out – the Gold
Series Hair Repair Collection, designed to condition, restore, and
protect the hair from further damage.
About Procter & Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please visit
http://www.pg.com for the latest news and information about P&G
and its brands. For other P&G news, visit us at
www.pg.com/news.
About AfricanAncestry.com
Founded in 2003, African Ancestry Inc. (AfricanAncestry.com)
pioneered genetic ancestry tracing utilizing its proprietary
database of African lineages to more accurately and safely assess
present-day countries of origin and tribes for people of African
descent. With a commitment to never sell or share DNA,
AfricanAncestry.com has demystified African roots for more than a
million people including consumers, communities and renown
notables. AfricanAncestry.com is a Black-owned enterprise
headquartered in Washington, DC. and prides itself for being in the
‘Business of Being Black.’
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210203005619/en/
For press inquiries: Tameka Davis, Marina Maher Communications
tdavis@hellommc.com 212-485-6288
Nichole Taylor, AfricanAncestry.com, Inc.
ntaylor@africanancestry.com
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