PANTENE CHALLENGED THE WORLD TO SEE AA HAIR DIFFERENTLY, DECLARING "ALL STRONG HAIR IS BEAUTIFUL"

To help change attitudes and counteract bias, we created the most beautiful and comprehensive collection of AA hairstyles EVER. We showcased every texture, type, and style in its unique beauty – a spectrum never seen before from a mainstream beauty brand. From natural curls, to relaxed bobs, to afros, dreadlocks, and braids.

We produced a library of images and then developed a beautifully crafted :60 film, set to spoken word poetry, that celebrated the history and unique experience of AA women and their hair. It was important that everything reflected a super-premium aesthetic so as not to relegate “black” to some other standard. Instead, this was intended to be a true celebration of their strength and beauty.

WE PARTNERED WITH THE MOST RESPECTED TALENT IN THE INDUSTRY TO ELEVATE THE AESTHETIC OF AA HAIR IN A WAY NEVER BEFORE SEEN

We partnered with Kahlil Joseph (Director of Beyoncé’s ‘Lemonade’), Darius Khondji (Academy Award Nominated Cinematographer), Txema Yeste (Photographer), Chuck Amos (Celebrity Hair Stylist) and cast Demi Grace, the first model with locs to appear in a hair commercial.

THE IMAGES WERE SPREAD ACROSS NATIONAL, TARGETED & INFLUENCER MEDIA

Typically AA women only see themselves in AA-focused media, but we went bigger than that to empower them. We published in books like Cosmo and Vogue, made them larger than life in outdoor, and flooded social channels via influencers. Our anthemic film launched to a massive audience during the much-anticipated return of Empire.

THEN ORCHESTRATED A METHODICAL AMPLIFICATION PROGRAM

We fueled the conversation and response to the campaign with look-books, how-tos, Instagram stories, and a giant Essence media partnership.

“AN EXAMPLE OF A MAINSTREAM BRAND REACHING OUT TO AN UNDERSERVED MARKET AND EXECUTING ITS OBJECTIVE RESPECTFULLY THROUGH GENUINE EMPOWERMENT.” – Black Entertainment Television 

REPRESENTATION ACROSS A SPECTRUM OF MEDIA

• 877 million total impressions

• 640 million earned impressions, from general market to AA-specific media outlets, surpassing our goal by over 200% (Source: Cision)

DEEMED A HISTORIC MOMENT

• “A major milestone in the conversation surrounding representation and inclusion in the hair industry.” – Teen Vogue

• The Smithsonian National Museum reached out to congratulate Pantene on the powerful message making history in the AA community.

MOST IMPORTANTLY, AA WOMEN FELT RECOGNIZED AND CELEBRATED BY PANTENE

• 100% of PR placements drove positive brand sentiment (Source: DeVries PR Brand Sensing)

• Consumer engagements achieved 30.3% increase in positive sentiment (Source: Sprinklr)

• Pantene’s comment section was overwhelmed with ‘thank you’ responses from AA women

• A-list celebrities like Octavia Spencer organically shared Pantene’s message (Source: Twitter)