The latest iteration of Pantene’s
#BeautifuLGBTQ+ campaign encourages real LGBTQ+ representation and
self-expression through hair in marketing and advertising.
For many in the LGBTQ+ community hair is more than how you look
- it’s how you’re seen. A haircut or style is a powerful tool for
self-expression and gives people confidence to be their true
selves. However, while hair plays such a critical role in how this
community expresses itself, it's often depicted in a stereotypical
way, which can lead to bias. This is especially true for how hair
shows up across marketing & advertising.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20220531005081/en/
Image from #StyleWithPride Gallery
(Photo: Business Wire)
Pantene understands the importance of real, authentic
representation for the LGBTQ+ community in marketing and
advertising. That is why they’ve collaborated with Getty Images’
Custom Content photographers from around the world as part of the
launch of #StyleWithPride, the latest iteration of their ongoing
#BeautifuLGBTQ+ campaign.
Representation of the LGBTQ+ community has made major strides in
popular culture, especially in arenas 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 colors 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 LGBTQ+ community from today’s advertising and
can have a profound impact on their experiences out in the
world.
Pantene is dedicated to making the LGBTQ+ community feel
beautiful and represented by offering an authentic picture,
literally, of how they uniquely are. In our latest campaign we’ll
celebrate the range of styles used to express oneself by
collaborating with Getty Images’ Custom Content photographers to
create a gallery of authentic representation across all LGBTQ+
spectrums that will be accessible to all.
The aim of Pantene's gallery is both to enable and to challenge
the industry to follow our lead and demonstrate what beautiful
looks like by accurately representing how LGBTQ+ communities
#StyleWithPride. As part of the campaign, Pantene will team up with
Dresscode Project to ensure authentic and inclusive representation,
as well as offer an opportunity for stylists of the LGBTQ+
community to contribute to the program. We’ll also partner with
GLAAD to help continue to support their Visibility Project which
aims to drive and sustain LGBTQ+ representation in marketing.
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 our 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.
“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,” said Brent Miller,
Global LGBTQ+ Equality & Inclusion for P&G. “Hair is such a
powerful tool for self-expression, yet this often isn’t captured in
traditional advertising which tend to often focus on stereotypes or
visual shortcuts. Our goal with this campaign is to encourage
brands to showcase beauty in its many forms and celebrate all the
ways hair can be used to feel like the best, most authentic version
of yourself.”
“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,” said Tristen Norman, Head of Creative
Insights for the Americas at Getty Images. “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.”
Kristin Rankin, Dresscode Project founder shared, “Traditionally
the hair and beauty marketing industry has been based off
stereotypes and biases related to the idea of gender being 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 will be live on Getty Images May
31st and will be accessible for all brands to leverage. To access
some of the amazing, authentic moments captured, please visit
https://custom.gettyimages.com/lgbtqguide/p/1
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 Getty Images
Getty Images is a preeminent global visual content creator and
marketplace that offers a full range of content solutions to meet
the needs of any customer around the globe, no matter their size.
Through its Getty Images, iStock and Unsplash brands, websites and
APIs, Getty Images serves over 1 million customers in almost every
country in the world and is the first-place people turn to
discover, purchase and share powerful visual content from the
world’s best photographers and videographers. Getty Images works
with over 450,000 contributors and more than 300 content partners
to deliver this powerful and comprehensive content. Each year Getty
Images covers more than 160,000 news, sport and entertainment
events providing depth and breadth of coverage that is unmatched.
Getty Images maintains one of the largest and best privately-owned
photographic archives in the world with over 135 million images
dating back to the beginning of photography.
About Dresscode Project
Dresscode Project is a not-for-profit organization that
dedicates their time and resources to educating and training
hairstylists and barbers on creating gender affirming safer Spaces
so folks who identify within the LGBTQ+ communities get haircuts
that help them look the way they feel.
Notes to Editors:
- In 1992, P&G was among the first companies in the world to
include sexual orientation into its diversity statement. Today, its
LGBTQ+ employee affinity group spans the globe representing more
than 50,000 employees in 50 countries.
- P&G is one of 12 founding members of the first global
coalition (Human Rights Campaign) and has been committed to
diversity and inclusion for decades internally and externally,
fostering LGBTQ+ equality in the workplace throughout the world for
more than 30 years.
- Externally, as the world’s largest advertiser, P&G has led
by example in showing support for the LGBTQ+ community across a
multitude of marketing efforts. The partnership with Dresscode
Project and the #HairHasNoGender campaign is just one example of
many of its ongoing commitment to inclusivity and diversity in
brand communications.
- Last year, as part of their #BEAUTIFULBGTQ+ campaign, Pantene
showcased “hair moments” depicted in a series that showed examples
of families creating lasting memories that can be passed down
through generations. Whether it is nighttime hair-wrapping before
bed, box braids that make you feel you, or Sunday blowouts to get
ready for the school week – these moments allowed for conversations
to take place, rituals to be formed and families to grow.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20220531005081/en/
For press inquiries: Jenna Hreshko
jhreshko@hellommc.com
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