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'Coming Home Should be BeautifuLGBTQ+' in Pantene's Touching Christmas Ad of Acceptance

Advertising Agency
New York, USA
Pantene partnered with GLAAD and the Trans Chorus of Los Angeles to help young LGBTQ+ people feel their true selves with family at Christmas
137 million Americans will travel home this holiday season. But, 44% of LGBTQ+ people feel they can’t come home as their true selves, 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.

“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. 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.”
Agency / Creative
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