Pantene Debuts a New Commercial, Featuring Malaysian Singer Yuna
Kalin Ned — June 29, 2018 — Social Good
References: pantene & designtaxi
In an attempt to be culturally inclusive and supportive, hair care brand Pantene launches a commercial that spotlights and celebrates hijab-wearing celebrity Yuna. The company tapped into the Malaysian singer-songwriter to promote messages of global inclusivity, as well as empower women.
The video is part of Pantene's 'Strong is Beautiful' campaign. The latest culturally inclusive advertisement is called 'Wanitabesi.' The name of the commercial references a Malaysian term that translates to 'iron lady' and which harbors imposing connotations of a reduced or lost feminity. With its initiative, Pantene seeks to give 'wanita besi' a new meaning. In particular, the culturally inclusive ad seeks to elevate the term "as [a] strength that can be found when one triumphs over unpleasant situations."
The video is part of Pantene's 'Strong is Beautiful' campaign. The latest culturally inclusive advertisement is called 'Wanitabesi.' The name of the commercial references a Malaysian term that translates to 'iron lady' and which harbors imposing connotations of a reduced or lost feminity. With its initiative, Pantene seeks to give 'wanita besi' a new meaning. In particular, the culturally inclusive ad seeks to elevate the term "as [a] strength that can be found when one triumphs over unpleasant situations."
Trend Themes
1. Culturally Inclusive Advertising - Brands are increasingly focusing on creating advertising that reflects the diversity of their customers, providing a great opportunity to celebrate underrepresented groups and expand market share.
2. Empowerment Marketing - Campaigns that focus on empowering women, people of color, and other marginalized groups can help brands connect with consumers who value social responsibility and inclusivity.
3. Reclaiming Negative Labels - By reclaiming negative labels and repurposing them as sources of strength, brands can create impactful messaging and connect with consumers on a personal level.
Industry Implications
1. Beauty Products - Beauty brands can utilize culturally inclusive advertising to build brand loyalty with a diverse customer base, align themselves with social movements, and provide representation to underrepresented groups.
2. Clothing and Apparel - Clothing and apparel companies that create products that celebrate cultural diversity and themes of inclusivity can differentiate themselves from competitors and reach new customer segments.
3. Entertainment - TV networks, music labels, and other entertainment companies can create content that celebrates diversity and promotes inclusivity, while also appealing to audiences who value socially conscious media.
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