The latest iteration of Pantene’s #BeautifuLGBTQ+ campaign encourages true LGBTQ+ representation and self-expression through hair in marketing and advertising.
CINCINNATI, May 31, 2022–(BUSINESS WIRE)–For many in the LGBTQ+ community, hair isn’t just about how you look – it’s how you’re seen. A haircut or style is a powerful tool for self-expression and gives people the confidence to be themselves. However, while hair plays such an important role in how this community expresses itself, it is often depicted in stereotypical ways, which can lead to biases. This is especially true for how hair appears in marketing and advertising.
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#StyleWithPride gallery image (Photo: Business Wire)
Pantene understands the importance of real and authentic representation of the LGBTQ+ community in marketing and advertising. That’s why they’ve collaborated with Getty Images’ custom content photographers around the world to launch #StyleWithPride, the latest iteration of their ongoing #BeautifuLGBTQ+ campaign.
Representation of the LGBTQ+ community has made great strides in popular culture, especially in areas like film, television, and music. Yet brands and agencies still lag behind mainstream media in portraying LGBTQ+ people in their advertising and brand communications. In fact, less than 1% of the most popular visuals on Getty Images feature an LGBTQ+ person and when included, these depictions are often stereotypical or one-dimensional. Outward expressions of identity, including physical appearance, clothing choices, and sense of style, and even hair types, haircuts, and hair colors, can be an essential part of affirmation of identity for many LGBTQ+ people. Stereotypes that adhere to 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 in the world.
Pantene is committed to making the LGBTQ+ community feel beautiful and represented by providing an authentic image, literally, of who they are in a unique way. In our latest campaign, we’ll celebrate the range of styles used to express themselves by collaborating with Getty Images’ custom content photographers to create a gallery of authentic representation across all LGBTQ+ spectrums that will be accessible to everyone.
The goal of the Pantene Gallery is to both empower and challenge the industry to follow our lead and show what beauty 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 provide stylists from the LGBTQ+ community with the opportunity to contribute to the program. We will also be partnering with GLAAD to continue supporting their visibility project which aims to drive and sustain LGBTQ+ representation in marketing.
And finally, in support of inclusivity and equality for all, Pantene will donate $1 to Dresscode Project for every photo shared using #StyleWithPride to build our commitment (*up to $100,000) . This campaign is the latest to support Pantene’s mission to represent, celebrate and make the LGBTQ+ community feel beautiful all year round.
“Marketing and advertising images surround us every 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 expression, but it often goes overlooked in traditional advertising which tends to 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 you.”
“Our ongoing VisualGPS research affirms that the most recalled depictions of LGBTQ+ people are stereotypical, that is, if they are even seen at all,” said Tristen Norman, head of Creative Insights for the Americas at Getty Images . “This campaign gives us the opportunity to play a part in celebrating the diversity of self-expression within the queer community and ultimately helping to change dominant narratives to help fuel a better and more inclusive visual storytelling across all forms of media.”
Kristin Rankin, Founder of Dresscode Project, said: “Traditionally, the hair and beauty marketing industry has been based on stereotypes and biases related to the idea that gender is binary. This campaign allows us to highlight the diversity that this community uses to express itself, while challenging stereotypes in the media. For many in the LGBTQ+ communities, their hair journey is extremely personal and being able to see themselves and all the different ways hair can be used for self-expression will make them feel celebrated and help break down those prejudices. .”
The #StyleWithPride gallery will be live on Getty Images on May 31st and will be accessible to all brands. To access some of the incredible and 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 and leading brands, including Always®Ambi pure®Ariel®Prime®Charmin®Crete®Dawn®fluffy®Fairy®Febreze®Gain®Gillet®head shoulders®Lenor®Olay®Oral B®Pampers®Pantene®SK-II®Tide®vicks®and Whisper®. The P&G community includes operations in approximately 70 countries around the world. Please visit http://www.pg.com for the latest news and information about P&G and its brands. For more P&G news, visit www.pg.com/news.
About Getty Images
Getty Images is a leading global visual content creator and marketplace that offers a full range of content solutions to meet the needs of any customer in the world, regardless of size. Through its Getty Images, iStock and Unsplash brands, websites and APIs, Getty Images serves more than one million customers in nearly every country in the world and is the first place people go to discover, buy and share entertainment. powerful visual content from the best photographers in the world. and videographers. Getty Images works with over 450,000 contributors and over 300 content partners to deliver this powerful and comprehensive content. Each year, Getty Images covers more than 160,000 news, sports and entertainment events, providing unparalleled depth and breadth coverage. Getty Images maintains one of the largest and best private photographic archives in the world with over 135 million images dating back to the earliest days of photography.
About the dress code project
Dresscode Project is a non-profit organization that dedicates its time and resources to educating and training hairstylists and barbers on creating safer gender-affirming spaces for people who identify within 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 in 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, advancing LGBTQ+ equality across the world. workplace around the world for over 30 years.
Externally, as the world’s largest advertiser, P&G has led by example in showing support for the LGBTQ+ community through a multitude of marketing efforts. The partnership with Dresscode Project and the #HairHasNoGender campaign is just one example of her ongoing commitment to inclusivity and diversity in brand communications.
Last year, as part of its #BEAUTIFULBGTQ+ campaign, Pantene featured “hair moments” depicted in a series showing examples of families creating lasting memories that can be passed down from generation to generation. Whether it was nighttime hair wraps before bed, box braids that made you feel good, or Sunday blowouts to get you ready for the school week – these moments allowed conversations to happen, rituals to form and families to grow.
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