Beauty

How Pantene Has Promoted Diversity

BY: DANIEL PETERSON

The world is changing, so are the market structure and all other things. I gaze this is why this hair care company has decided to incorporate what had been ignored for a very long period, in their products.

Earlier this year, Pantene came back into the public eyes with its “Gold Series,”—a new collection of hair products formulated by and for Black women. This innovation line came to fruition following 10-years of testing and research by Black Ph.D. scientists, with the support of over 40 world-renowned dermatologists and hair stylists.

If we critically examine this timeline, then, Pantene is clearly committed to changing the world’s definition and standards of beautiful hair via a positive representation of ‘all hair types,’ and campaigns which better serve the African-American community.

The Gold Series features a wider variety of women, right from young to old, those with curly hair, to kinky, straight and even braided. Among the featured models is Demi Grace—whose luscious locks really made the occasion even more groundbreaking.

Grace, a Nigerian artist and who was also among Beyonce’s tour de force ‘LEMONADE medley’ at the 2016’s Video Music Awards—describes the whole experience as breathtaking.

Being the only featured female with locks, she emphasizes how important it’s for mainstream media to acknowledge the various types of hair the Black women have—even when it isn’t “trendy.”

She advice young girls who might be ashamed of having locks to be proud of the uniqueness of their look. “Your locks should not define you till the point you get attached to the label. It should not break or make you as it’s just hair but not your identity,” says the 27-year-old.

We hardly see ads where all quirks, shades, and kinks are represented, including the deeper skin tones. Being one of the dark-skinned beauties in the nationwide spot, Grace adds, “I think it is important that we feel the presence of the dark-skinned women right now since we only get a single representative once in a decade, and as it seems, Lupita is the one for us, now.”

Mainstream media tends to honor one look per shade, thus creating an unrealistic and false image of Black women. We are unique, different, and special, and that should be celebrated.

While inclusion and diversity continue to improve, there is still a high level of inequality in how African-American hair is represented in the pop culture and advertisements. Pantene really did a fantastic job by celebrating us in this video, more specifically with the tagline ‘Strong is Beautiful.’ After all, that is what we exactly are.

Read the original story here.

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