International hair care company Pantene has put LGBTIQ+ beauty front-and-center with its new campaign video.
The video is part of the brand's Don’t Hate Me Because I’m BeautifuLGBTQ+ marketing campaign, produced in partnership with GLAAD, which re-imagines Pantene's iconic 1986 advertisement starring model Kelly LeBrock.
The original 80s campaign launched the tagline “Don’t Hate Me Because I’m Beautiful” into pop culture.
In a press release, Ilaira Resta, Vice President of North America Hair Care, discussed the company’s motivation for re-doing the classic campaign to include LGBTIQ+ people.
"For many in the community, hair plays a pivotal role in their 'transformation moment,'’ Resta said. "In fact, from our research we found that 60 per cent of LGBTIQ+ 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."
GLAAD President and CEO Sarah Kate Ellis praised Pantene for the company's dedication to focusing on the LGBTIQ+ community.
"Pantene has raised the bar for authentic inclusion by shining the spotlight on a diverse group of LGBTIQ+ people in this powerful new campaign," Ellis said.
"Hearing these LGBTIQ+ individuals speak about their identities as well as their drive to be their true selves will empower other LGBTIQ+ people and remind us all what true beauty is all about."
