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Pantene - Don’t Hate Me Because I’m BeautifuLGBTQ+

Company: Procter & Gamble Co.
    View Company Scorecard | Contact Company
Brand: Pantene
Ad Title: Don’t Hate Me Because I’m BeautifuLGBTQ+
Business Category: Personal Products
Media Outlets: Online Video
Country: United States
Region: US National
Agency: Grey Worldwide
Year: 2019
Target: Gays
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'Don't hate me because of who I love," the ad says, showing a wide diversity of gender expressions, races, and sexualities. It is in the rare pantheon of ads that explicitly includes the word "gay" let alone queer, lesbian, trans, bi, non-binary androgynous and more.

Part of Pantene’s broader “Power to Transform” campaign, this ad is in partnership with GLAAD and is tied to a sponsorship of WorldPride.

“For many in the [LGBTQ+] community, hair plays a pivotal role in their transformation moment,” Ilaria Resta, VP of North America hair care, Procter & Gamble told Adweek.

“In fact, from our research, we found that 60% of LGBTQ+ persons change their hair when they have a life or identity change. So, whether that means getting a major chop or growing out your locks to defy societal norms or embracing hair that bends the gender binary entirely, hair is an impactful visual cue of transformation, and this new campaign from Pantene aims to show the beauty of all transformations and of all people.”

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