Pantene Mexico's objective was to celebrate the LGBTQIA+ community for Pride 2023, as part of the brand’s ongoing mission to empower more people to embrace the hair that truly reflects who they are and eliminate societal biases that get in the way of progress.

However, a lack of awareness of the cultural significance of Muxes was only part of what stood in the way of their progress. In addition to facing gender discrimination in other aspects of their lives, 40% of Muxes believe discrimination in the workplace is a problem their community faces. It’s not surprising that it’s nearly impossible for them to start their own businesses.

This is why Pantene, in addition to having Muxes tell their own stories, partnered with MexFam and Fondo Unido to create a program focused on financial education, entrepreneurship, and human rights, to empower Muxes in their communities to become financially independent and successful.

To craft a message for Pride that aligns with Pantene's values, we delved into the intersection of its purpose, hair, and commitment to progress. Through research, we discovered the Muxes, an indigenous community in Mexico, recognized as the third gender. Their braids symbolize identity, self-expression, and resilience, embodying the power of hair as a tool for personal empowerment.

As we learned more about Muxes, we uncovered the challenges they encounter: discrimination due to their gender identity. This discrimination limits their job opportunities and financial independence. Hence why, we created a one-year platform and program to educate Muxes on their finances and equal rights. The goal is to foster job creation and empower Muxes by providing them with legal knowledge and awareness of their rights. To provide awareness and further support their cause, we launched the campaign “Braids of Pride,” which told the story of them and their hair.

Mexico is a country rich in diversity, yet heavily influenced by traditional cultural norms that often get in the way of this diversity being acknowledged and celebrated.

With this campaign we sought to bring awareness and increase visibility of the Muxes by celebrating hair as a powerful tool of self-expression. Launching “Braids of Pride” during Pride month through social channels was intentional. We wanted to reach as many Mexicans as possible to help them recognize the beauty and diversity that exists in their own country.

However, changing Mexico’s perceptions was only the start. We wanted to have a positive impact on the Muxe community itself and improve the lives and experiences of generations to come. Pantene chose to partner with MexFam and Fondo Unido to create a one-of-a-kind program designed to empower these communities’ business, possibilities, and financial independence.

Our campaign “Braids of Pride” launched on Youtube, which almost 70% of Mexicans use, and was later supported through Instagram, which 80% of Mexicans use, to ensure it reached as many Mexicans as possible.

In addition to the campaign, the one-year program was also purposefully created with key components in mind: to support Muxes in creating their own entrepreneurial opportunities. The program included lessons on how to price and promote items and services competitively and how to save (short, mid, and long term). Moreover, the program aimed to create a connection between Muxes and their local authorities and services in order to close the gaps many in the community (Muxes and more broadly) face.

The program directly helps up to 100 Muxes over the course of the year, potentially benefiting three times as many individuals through participant outreach. With an initial donation of 250,000 Mexican pesos, Pantene is collaborating closely with MexFam and Fondo Unido, institutions supporting Muxes for over 30 years.

During our recent visit, we found Muxes informed and motivated to explore new business ventures, gaining knowledge of their rights and improving financial management skills. Apart from the ongoing program outcomes, our film "Braids of Pride" reached nearly 30% of Mexicans through PR efforts, amassing over 5 million views on social media and garnering attention from major publications like Elle and Forbes Mexico. What’s even more meaningful is that the response across all social channels and publications was 100% positive. This represents a meaningful step in growing awareness and positively changing the perception of this community.