Pantene is paying homage to the vital role hair plays in connecting new families.
To do so, the brand is unveiling its “Family is #BeautifuLGBTQ” campaign, which was created in partnership with Family Equity, and both supports and celebrates LGBTQ+ families and the moments that connect and bring them together via a video series.
“Hair is the No. 1 expression of self-identity, and we know this is even more important for the LGBTQ+ community,” Bret Senior, Pantene brand director said. “In our ongoing partnership with Family Equality, we learned about the special moments — and struggles — LGBTQ+ couples embrace when starting a family. As a hair care brand, we’re proud to recognize that hair is often a part of the special moments that bring families closer. For these families, hair starts as an unfamiliar challenge that transforms into a familiar connection — whether that’s learning to braid your daughter’s hair so she feels her most confident, or performing a nightly hair-wrapping routine to form new traditions together.”
Hair moments featured in the video series, which will be live on Pantene’s Instagram and extend through Nov. 2021, depict real family connections and memories being made, the company said.
“LGBTQ+ couples are seven times more likely to adopt than non-LGBTQ+ couples, and they are also more likely to adopt children who have the most difficulty finding forever homes,” Denise Brogan-Kator, Interim CEO and chief policy officer at Family Equality said. “We are so proud to be partnering with Pantene on this campaign to show that, while LGBTQ-adoptive families may look or seem ‘different’, all families have one thing in common — the love for each other built through moments shared, both big and small. That is what makes a family.”
In addition, Pantene also is encouraging families to share a photo on social media using the #BeautifuLGBTQ hashtag in support of family equality for all. For each photo shared, the beauty brand will donate $1 to Family Equality.