The Pantene #BeautifuLGBTQ+ Campaign Promotes Self-Expression
Michael Hemsworth — June 1, 2022 — Marketing
References: pantene & drugstorenews
The Pantene #BeautifuLGBTQ+ Campaign is launching for Pride Month 2022 as an initiative from the haircare brand to encourage self-expression amongst those who identify as LGBTQ+. The campaign recognizes the importance that a hair style or cut can have for showing one's true self to the world, and is seeing the brand work with Getty Images' Custom Content Photographers around the world. This is part of the #StyleWithPride movement and will feature subjects from all spectrums of the LGBTQ+ community showing their authentic selves.
Global LGBTQ+ Equality and Inclusion for P&G Brent Miller spoke on the Pantene #BeautifuLGBTQ+ Campaign saying, "Marketing and advertising images surround us every single day, and so many members of the LGBTQ+ community can relate to not feeling seen or represented in these images...Our goal with this campaign is to encourage brands to showcase beauty in its many forms and celebrate all the ways hair can be used to feel like the best, most authentic version of yourself.”
Global LGBTQ+ Equality and Inclusion for P&G Brent Miller spoke on the Pantene #BeautifuLGBTQ+ Campaign saying, "Marketing and advertising images surround us every single day, and so many members of the LGBTQ+ community can relate to not feeling seen or represented in these images...Our goal with this campaign is to encourage brands to showcase beauty in its many forms and celebrate all the ways hair can be used to feel like the best, most authentic version of yourself.”
Trend Themes
1. Self-expression Initiatives - Brands can launch self-expression initiatives for LGBT+ communities to promote inclusivity and diversity.
2. Inclusive Campaigns - Advertising campaigns depicting inclusivity and diversity in the fashion and beauty industry can be created to make the industry more accessible to marginalized communities.
3. Custom Content Photography - Partnering with custom content photographers can help brands to create more authentic LGBT+ representation, especially in the beauty and fashion industry.
Industry Implications
1. Fashion - Fashion brands can launch campaigns promoting inclusivity and diverse representation in the industry, marking a shift towards a more accepting industry for LGBT+ communities.
2. Beauty - Beauty companies partnering with LGBT+ photographers can create customized content that promotes self-expression and diverse beauty standards for the LGBT+ community and beyond.
3. Marketing - Brands can create inclusive advertising campaigns for the marginalised, working towards a more accepting and equitable world.
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