Pantene: #PrideHair

Pantene, a hair product brand, launched a TVC and YouTube video in collaboration with two transgender ex-job hunters to change the job-hunting scene in Japan, transforming it to a place where everyone was free to express their true self.

Background

What can Pantene do to transform the society through hair?

Deep-seated prejudice stands in the way especially when job-hunting. 87% of LGBTQ job-hunters hide their gender identity in job interviews, because 70% of them fear of discrimination and prejudice. For job hunters in general, a job interview is where they have to express themselves for their dream jobs, but for LGBTQ job hunters, it is where they have to hide their true selves. Pantene is the brand that believes in the power of great hair. Great hair propels women to step forward to express their true selves. Under an...

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