Pantene’s new Gold Series, campaign assert ‘all strong hair is beatiful’
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CINCINNATI — Pantene is unveiling a new ad campaign and Gold Series product line, aimed at celebrating the diversity and reaffirming the beauty of African-American hair types, during time that the brand says, “there is still a level of inequality in how African American hair is represented in popular culture and in mainstream hair care advertising.” The new ad campaign supports the launch of Pantene Gold Series, which the company said it developed to better serve the needs of African-American shoppers, incorporating years of research on textured hair into eight care and styling products.
Pantene’s latest effort comes as more companies move toward purpose-driven marketing to capture a new generation of shoppers — the New General Market consumer. Drug Store News, alongside Mack Elevation, will be holding the third annual New General Market Summit in April, where executives from retailers and CPG companies will discuss how they’re buliding relationships with an increasingly diverse consumer base.
“We believe that all strong hair is beautiful, whether it’s straight, or curly, natural or in a protective style,” Procter & Gamble VP hair care North America Jodi Allen said. “Pantene has the power and voice to take action, spark conversations, and motivate a change in perceptions. We recognize the importance for African American women to feel confident wearing their hair in any style they choose, and we’re celebrating their strength in doing so.”
The brand also is promoting the new line with the hashtag #StrongIsBeautiful.
“I love that Pantene is making a commitment to African American women,” Pantene celebrity stylist Chuck Amos said. “With the help of the innovative Gold Series Collection, women now have the best products to achieve their desired looks, while having the strongest, healthiest and most beautiful hair.”