Pantene tackles stereotypes with LGBTQ+ campaign

Pantene is taking on the issue of LGBTQ+ rights this Pride month, with a brand new campaign.

The Procter & Gamble-owned haircare brand has teamed up with the non-profit organization GLAAD on a new series of videos dubbed "Don't Hate Me Because I'm BeautifuLGBTQ," as part of its wider "Power To Transform" campaign.

Pantene dug into the archives for the project, whose tagline comes from one of the brand's most famous ads, first aired in 1986. However, the concept has been well and truly brought up to date: the videos feature a range of people from across the LGBTQ+ community, telling their own stories of transformation and offering a variety of perspectives on the meaning of beauty.

"For many in the community, hair plays a pivotal role in their "transformation moment," said Ilaira Resta, Vice President, North America Hair Care, Procter & Gamble, in a statement. "In fact, from our research we found that 60 percent of LGBTQ+ 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."

The news comes days after P&G announced a series of new creative partnerships across its brand portfolio, including a collaboration with GLAAD that will "celebrate all aspects of human inclusion and expression". It also follows the launch of ‘Power to Transform,' which was unveiled back in April in an effort to shine a spotlight on inclusivity, and people who transform their lives and the world around them every single day.

Pantene isn't the only beauty brand focusing on inclusivity at the moment -- last month saw Sephora unveil "We Belong to Something Beautiful," a campaign and manifesto that aims to encourage celebrating differences and living fearlessly, while skincare brand Obagi snapped up actress Priyanka Chopra to front a new ‘Skinclusion' initiative that aims to highlight awareness of unconscious bias.