Pantene is bringing back its “Don’t Hate Me Because I’m Beautiful,” advertisement and putting a new spin on it with the help of GLAAD.
The beauty brand, which is part of the Procter & Gamble family, unveiled the new “Don’t Hate Me Because I’m BeautifuLGBTQ” message, which is part of its “Power to Transform” campaign.
Created with the help of GLAAD, the movement looks to redefine what is beautiful in today’s world by featuring a wide range of people within the LGBTQ+ community and their stories of transformation, the companies said.
“For many in the community, hair plays a pivotal role in their “transformation moment,” Ilaira Resta, vice president of North America hair care at Procter & Gamble said. “In fact, from our research we found that 60 percent 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.”
In addition, Pantene — who also is a WorldPride sponsor — launched the campaign as part of its new partnership with GLAAD, which looks to continue to uplift members of the LGBTQ+ community by celebrating inclusion, representation and freedom of speech, the beauty brand said.
“Pantene has raised the bar for authentic inclusion by shining the spotlight on a diverse group of LGBTQ people in this powerful new campaign,” GLAAD president and chief executive officer, Sarah Kate Ellis said. “Hearing these LGBTQ individuals speak about their identities as well as their drive to be their true selves will empower other LGBTQ people and remind us all what true beauty is all about.”