Pantene Is “Going Home for the Holidays” to Inspire Acceptance and Celebrate the LGBTQ+ Community This Holiday Season
06 December 2019 - 2:37AM
Business Wire
Partnering with GLAAD and the Trans Chorus of
Los Angeles, the Brand Shines a Light on the Millions of Young
LGBTQ+ People Who Feel They Can’t Come Home as Their True
Selves
137 million Americans will travel home this holiday season1.
But, 44% of LGBTQ+ people feel they can’t come home as their true
selves2, fearing their identity, including hair, makeup and
wardrobe, won’t be accepted. While every LGBTQ+ person has their
own unique story about going home for the holidays, everyone is
seeking the same thing – to be surrounded by people who love and
accept them. To help amplify their stories of transformation,
Pantene, GLAAD and the Trans Chorus of Los Angeles have created
“Going Home for the Holidays” video series to raise
awareness of the tensions and challenges LGBTQ+ community members
can face. Pantene wants to celebrate & encourage individuals to
be proud of who they are – whenever, wherever, and however they
come home.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20191205005604/en/
Coming Home Should Be #BEAUTIFULGBTQ
(Photo: Business Wire)
“Inclusion is at the heart of Pantene’s mission to celebrate the
beauty of all transformations and of all people,” said Ilaria
Resta, Vice President, North America Hair Care, Procter &
Gamble. “Hearing these LGBTQ individuals speak about the trials and
triumphs of going home for the holidays - as well as their
irrepressible desire to be their true selves - will inspire others
in the community and remind us all what true beauty is about.”
Pantene is dedicated to helping everyone everywhere see and
experience transformation in their lives in big and small ways.
“Going Home for the Holidays” builds upon the brand’s “Don’t Hate
Me Because I’m Beautiful” Campaign, launched during Pride Month
2019. The “Going Home for the Holidays” video vignettes feature
powerful stories of four members of the Trans Chorus of Los
Angeles. One video in particular features Crystal as she shares how
she decides to change her appearance in terms of clothing, makeup
and hair with family members when she goes home. “To be able to
express myself openly, and genuinely – it’s freeing,” she said. “I
could finally look in the mirror and say, ‘that’s me’.”
In addition to the “Going Home for the Holidays” series of
videos, Pantene has pledged to make a $100,000 donation to Family
Equality, which envisions a world in which every LGBTQ+ person has
the right and the opportunity to form and sustain a loving family.
"Family Equality is excited and proud to join Pantene's inclusive
embrace of all family members during the holidays. Families of
origin, families that are formed, and chosen families all have a
role to play in the beautiful patchwork of love and acceptance that
makes up our LGBTQ+ community," said The Reverend Stan J Sloan, CEO
of Family Equality.
The brand is proud to continue their partnership with GLAAD,
which accelerates acceptance of LGBTQ+ people by sharing stories
and working through all forms of media and uplifts members of the
LGBTQ+ community by celebrating inclusion, representation and
freedom of expression. “Pantene is setting the standard for
authentic inclusion of LGBTQ people and stories among brands that
transcend industries,” said GLAAD President and CEO Sarah Kate
Ellis. “LGBTQ stories need to be told by brands outside of Pride
month and Pantene is demonstrating a real commitment to LGBTQ
storytelling with this moving holiday video. Especially around the
holidays when too many LGBTQ people feel isolated, it’s so
important to remind community members who celebrate with families –
chosen or otherwise – that they are beautiful.”
Together, we can make coming home #BEAUTIFULGBTQ for all. We
invite you to watch these wonderful stories, share with friends and
family and add your experience of what it means to you to really
“come home” for the holidays at Instagram.com/Pantene.
About Procter & Gamble
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
http://www.pg.com for the latest news and information about P&G
and its brands.
About GLAAD
GLAAD rewrites the script for LGBTQ acceptance. As a dynamic
media force, GLAAD tackles tough issues to shape the narrative and
provoke dialogue that leads to cultural change. GLAAD protects all
that has been accomplished and creates a world where everyone can
live the life they love. For more information, please visit
www.glaad.org.
1 The Travel Channel, 2019 2 Kantar, 2019
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version on businesswire.com: https://www.businesswire.com/news/home/20191205005604/en/
For Press Inquiries: Monica Almeida, 212-485-1681
malmeida@hellommc.com
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