Pantene Celebrates Diversity with Powerful “All Strong Hair is Beautiful Hair” Campaign

The Largest Hair Care Brand Addresses Societal Beauty Norms and
Celebrates African American Hair

CINCINNATI–(BUSINESS WIRE)–(NYSE: PG) – Pantene has helped to define “Beautiful Hair” for 40 years
through powerful images of strong, healthy hair; however, while
diversity and inclusion continue to improve in society, there is still a
level of inequality in how African American hair is represented in
popular culture and in mainstream hair care advertising. Mass brands,
like Pantene, have inadvertently been a part of this pervasive hair bias
with a history of advertising showcasing a limited representation of
African American hair styles and textures and promoting long, shiny,
smooth hair as the pinnacle of hair health and beauty. Pantene has set
out to change this perception and empower all women to embrace their
strong and unique hair, because all strong hair is beautiful hair.

Today, as part of the next chapter of its “Strong Is Beautiful” story,
Pantene launches a new ad that celebrates the heritage, diversity and
beauty of African American hair, proving all strong hair is beautiful.
Featuring Pantene Brand Ambassador, Jillian Hervey, alongside African
American women of all ages and with a broad representation of hair
textures and styles, the ad is a celebration of all strong, beautiful
hair. The varieties of striking and varied styles shown are the artistic
creation of Pantene Celebrity Stylist, Chuck Amos.

“We believe that all strong hair is beautiful, whether it’s straight, or
curly, natural or in a protective style,” says Jodi Allen, Vice
President of Hair Care for North America at Procter & Gamble. “Pantene
has the power and voice to take action, spark conversations, and
motivate a change in perceptions. We recognize the importance for
African American women to feel confident wearing their hair in any style
they choose, and we’re celebrating their strength in doing so.”

“Learning to embrace my natural curls has been a hard process for me and
I know that many other African American women relate,” says Hervey. “I’m
thrilled Pantene is taking a step in the right direction to celebrate
all strong, beautiful textures and styles.”

As a part of Pantene’s commitment to better serve the unique hair needs
of African American women, the brand created a premium collection of
products – Pantene Gold Series – which delivers the strength hair needs
to conquer any desired style. With 15 years of research and development
to understand the needs of textured hair, the collection of eight care
and styling products delights the most discerning hair care and styling

Pantene Gold Series is the Brand’s first hair care collection co-created
with a team of African American PhD’s, scientists, stylists and
dermatologists, specifically designed to deliver Pro-V Nutrient Blends
to provide superior strength and moisture for women with relaxed,
natural and transitioning hair.

“I love that Pantene is making a commitment to African American women.
With the help of the innovative Gold Series Collection, women now have
the best products to achieve their desired looks, while having the
strongest, healthiest and most beautiful hair,” says Chuck Amos, Pantene
Celebrity Stylist.

To view the new ad and share on your social channels using
#StrongIsBeautiful and tagging @Pantene click

For more information, visit,
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Pantene Pro-V, the world’s #1 hair care brand, includes 18 collections
to help provide women with their most beautiful, healthy hair. The
current Pantene Pro-V offerings include: Breakage Defense, Beautiful
Lengths, Classic Clean, Color Revival, Curl Perfection, Damage Detox,
Daily Moisture Renewal, Full & Strong, Ice Shine, Nature Fusion, Repair
& Protect, Smooth & Sleek, Pro-V Style Series, Sheer Volume, Truly
Natural, Truly Relaxed, and Ultimate 10. Pantene Expert offerings
include: AgeDefy, Intense Colorcare, Intense Hydration, Intense Repair
and Intense Smooth. Powered by 70 years of experience, 200 scientists
and partnerships with 11 leading independent hair doctors from around
the world, Pantene’s Pro-V Formula works inside and out for beautiful
hair rooted in true, lasting health.


Jillian Hervey is a singer/song writer and performance artist who makes
up half of the New York band, LION BABE. Along with producer and
instrumentalist Lucas Goodman, they strive to embrace polarity, mixing
and matching sounds and visuals to create something new and unique.
Since the 2012 release of their first track “Treat Me Like Fire,” they
have grown into global artists with a full-length album “BEGIN” under
their belts, which features collaborations from Pharrell Williams and
Andrew Wyatt, to name a few. They have performed on The Soul Train
Awards, with Alicia Keys and have opened for Disclosure at Madison
Square Garden. Jillian is also featured on Disclosure’s Grammy-nominated
album, “Caracal.” They continue to make more music, tour and take the
music and fashion world by storm.


Chuck Amos is a seasoned celebrity hairstylist, who has worked his magic
on a long list of high-profile celebrities. He is known for his
extensive knowledge of unique hairstyles and has been featured in
several publications including Vanity Fair, Harper’s Bazaar, Elle
and Vogue, among others. Most recently, Amos’ talent can be seen
on the new advertising campaign for the Pantene Gold Series collection.

Amos has also managed the hair styles of models for numerous fashion
shows and editorial shoots, and has tamed the tresses of celebrities for
album covers and special events. He believes that in order for hair to
look its best, it must be moisturized. “If hair is healthy and
moisturized it is easier to style and more manageable.” In order to
achieve strong and beautiful hair, Amos encourages his clients to use
products that deliver intense moisture and strengthening benefits.


P&G serves consumers around the world with one of the strongest
portfolios of trusted, quality, leadership brands, including Always®,
Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®,
Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®,
Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G
community includes operations in approximately 70 countries worldwide.
Please visit
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DeVries Global
JorDana Trani, 212-546-8514