Pantene | Re-imagining Inclusive Workplaces with #HairHasNoGender | Clapboard

Workplace: Re-imagined

Description

In 2022, Pantene, in collaboration with creative agency Valtech Radon, launched the third chapter of its long-term initiative #HairHasNoGender with the campaign Workplace: Re-imagined, unveiled in Sweden. This integrated medium campaign addresses the intersection of beauty and public interest by focusing on the professional experiences of LGBTQIA+ workers and advocating for safer, more inclusive workplaces where individuals can freely express their full identities, including the freedom to wear their hair as they wish. The campaign is grounded in research revealing that 53% of LGBTQIA+ individuals feel compelled to conceal their identity at work, and that fewer than 0.3% of Fortune 500 board directors were openly LGBTQ in 2020, highlighting the urgent need for change in workplace culture. Workplace: Re-imagined features a powerful film showcasing 12 members of the LGBTQ2+ community sharing their personal stories of receiving support that empowers their authentic self-expression. Beyond the film, Pantene has developed and released educational resources co-created with the cast and global organizations such as OUTLEADERSHIP and TheDressCode Project, designed to help organizations foster inclusivity and support for LGBTQIA+ employees. Central to the campaign's message is the dual power of hair as a form of identity expression and the transformative impact of supportive environments, reinforcing Pantene’s commitment to celebrating individuality and driving systemic change in workplace diversity and inclusion. The campaign encourages audiences and organizations alike to join this movement towards re-imagining a workplace where everyone can bring their whole selves to work, supported and celebrated for who they are. More information and resources can be found at pantene.co.uk/hairhasnogender under hashtags #powerofhair, #hairhasnogender, and #powerofsupport.

Credits

Client

Pantene

Agency

Valtech Radon

Cinematographer

Tommy Olsson

Crew

Sara Dehlin, Joel Ekström, Kent Kentää, Matilda Beckman, Evelina Ulvinen, Johanna Nomiey

More like this

#71Razors is a powerful integrated campaign launched in Germany in December 2019 for Wilkinson by Miami Ad School, aimed at challenging the long-standing issue of the pink tax in the beauty industry. Addressing gender-based price discrimination, Wilkinson Sword took a bold stance on equality and self-expression by introducing 71 uniquely colored razors, each representing one of Facebook’s 71 gender options. By pricing all these variants equally, the campaign emphatically conveyed that despite our differences, everyone shaves the same way, promoting inclusivity and breaking down traditional gender norms. The campaign utilized a single media asset to communicate this message effectively and resonated deeply by aligning with progressive values around gender diversity. Once the 71 differently colored razors sold out, Wilkinson donated all earnings to LGBTQ-related causes, reinforcing their commitment to social responsibility and community support. Beyond the immediate impact, the brand also redesigned its regular razor range to be entirely genderless, ensuring that the campaign’s message had a lasting influence on product offerings and consumer perceptions. Positioned within the beauty industry, #71Razors not only highlighted the irrationality of gender-based pricing but also sparked conversations about identity, representation, and fairness in everyday products. With a modest number of views and minimal engagement metrics, the campaign’s true value lies in its advocacy and ability to inspire change at the intersection of commerce and social equity. Ultimately, #71Razors stands as a contemporary example of how brands can leverage creativity and purpose-driven messaging to challenge societal norms and champion inclusivity in tangible, meaningful ways.

Not Done Yet - Sure | Clapboard Ad Archive

Campaign Proposition

Pantene’s “Workplace: Re-imagined” campaign extends its long-term #HairHasNoGender initiative by addressing the intersection of identity, self-expression, and professional environments for LGBTQIA+ individuals. The campaign’s core proposition emphasizes the brand’s support for everyone’s right to authentically express themselves through their hair, particularly in the workplace, where such expression is often constrained. By highlighting hair as a powerful symbol of identity and the importance of a supportive environment, Pantene positions itself not only as a beauty brand but also as an advocate for inclusivity and acceptance. Strategically, the campaign leverages social insights revealing that a majority of LGBTQIA+ employees feel compelled to conceal their identities at work, underscoring a broader issue of limited visibility and acceptance in professional settings. Targeting both LGBTQIA+ communities and the organizations that employ them, Pantene introduces a narrative that personal identity and professional aspirations should coexist without compromise. The creative angle uses authentic storytelling, featuring real members of the LGBTQ2+ community sharing experiences of workplace support and self-expression, which adds emotional resonance and credibility. Additionally, by collaborating with recognized advocacy groups and releasing educational tools for employers, the campaign extends its impact beyond awareness, fostering actionable change toward safer and more inclusive workplaces. This integrated approach blends brand values with social impact, aligning Pantene’s beauty positioning with current cultural movements around diversity, equity, and inclusion.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign fits the ASSOCIATED USER IMAGERY format because it centers on 12 real members of the LGBTQIA+ community, sharing their personal stories about hair and identity in the workplace. Rather than presenting a narrative where the product drives the resolution or leveraging symbolism, the focus is on relatable individuals—the intended audience or those they can empathize with—highlighting their challenges and aspirations. Pantene’s support is framed through these lived experiences, positioning the brand alongside inclusive self-expression and aspirational user identity.

Sure’s 2022 Not Done Yet campaign, crafted by AMV BBDO, represents a bold global brand platform designed to launch and support the new Sure Nonstop Protection range while reaffirming the brand’s leadership in the highly competitive beauty and personal accessories market. The campaign hinges on the insight that modern consumers demand products that keep pace with their relentless, dynamic lifestyles, positioning Sure as an essential ally for those who refuse to quit and are always pushing forward. The title Not Done Yet encapsulates a mindset of perseverance and resilience, leveraging relatable and aspirational user imagery that reflects the brand’s core audience—individuals who embody confidence, endurance, and an unstoppable spirit. This approach aligns with what Clapboard classifies as FORMAT#10—Associated User Imagery—focusing on profiles consumers can both relate to and aspire toward, rather than relying on overt narrative or product demonstrations. Debuting in the US before launching in the UK and rolling out across North and South America, Europe, and Southeast Asia within the year, the integrated campaign employs a singular impactful media asset to unify Sure’s message globally, emphasizing continuity of protection and motivation. This strategic rollout supports the product launch while cultivating a cohesive brand identity rooted in universal themes of tenacity and self-assurance. The campaign’s creative execution deliberately avoids gimmickry in favor of authentic storytelling that celebrates everyday resilience, reinforcing Sure’s positioning as more than a functional antiperspirant but a partner in the consumer’s ongoing journey. By tapping into culturally resonant notions of persistence, the campaign distinguishes Sure from competitors like Dove, Nivea, Lynx, Adidas, and Mitchum, which each target distinct consumer psychographics with different brand values ranging from self-care and heritage to youthfulness, athleticism, and performance. Not Done Yet’s global ambition and integrated narrative signal Sure’s intent to deepen emotional engagement across markets and demographics, transcending functional benefits to build brand loyalty through shared values. The campaign earns 60/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how a personal care brand can leverage a universal human truth through a globally scalable, culturally adaptive platform that balances brand consistency with local relevance.

Man Enough - Shaving Stereotypes - Gillette | Clapboard Ad Archive — archive collection thumbnail

Man Enough - Shaving Stereotypes - Gillette | Clapboard Ad Archive

Gillette’s 2019 Man Enough – Shaving Stereotypes campaign, created with agency Grey for the Indian market, delivers a sharp challenge to one of the most deeply entrenched beliefs in Indian masculinity: the perception that emotional expression, particularly crying, is a sign of weakness. Centering its narrative on the authentic and aspirational real-life story of Lt Col M K Sinha SM (Retd) and his father, the campaign reframes vulnerability as a form of strength—an approach that sits squarely in Clapboard’s FORMAT#10—Associated User Imagery, leveraging relatable role models who embody a progressive vision of manhood the audience can both identify with and aspire to. Rather than foregrounding product attributes or the functional benefits of Gillette’s grooming portfolio, the campaign seamlessly aligns the brand with a social mission, reinforcing its positioning as a responsible and culturally relevant male brand. With Gillette’s Achievers Academy serving as a dedicated platform for ongoing discourse and inspiration, the campaign actively fosters dialogue around mental health and emotional well-being, inviting Indian men to reject outdated norms and build a more inclusive, contemporary definition of manliness to pass on to future generations. The media execution is tightly integrated, with digital, social, and platform-specific outreach reinforcing the emotional narrative while providing practical engagement opportunities—ranging from inspirational stories to grooming tips—consolidating Gillette’s place as both a category leader and a cultural stakeholder in the beauty and personal accessories arena. Engagement with the campaign quickly reached remarkable scale, generating widespread discussion and resonating strongly across target demographics, signalling a market that is increasingly receptive to creative work addressing social stereotypes through both storytelling and association with genuine user profiles. Clapboard rates this 79/100. The campaign’s significance lies in its demonstration that large-scale, legacy brands in personal care can move cultural conversations forward by spotlighting progressive realities of manhood, provided they do so with authenticity and a clear, relatable human focus.

Tomorrow is Going to Be Better - Regimax & Herbatrend | Clapboard Ad Archive — archive collection thumbnail

Tomorrow is Going to Be Better - Regimax & Herbatrend | Clapboard Ad Archive

Tomorrow is Going to Be Better from Regimax & Herbatrend, created by MT for Communication & Advertising for the Egyptian beauty market in 2022, is a sharply focused integrated campaign that brings together the narrative forces of music, cultural timing, and aspirational messaging to position health and self-care as avenues for empowerment for every woman in Egypt. Timed for Women’s Month and the national Mother’s Day, the campaign cuts across traditional boundaries, purposefully inviting all women to see themselves as capable of shaping a brighter, healthier future, directly addressing the often-narrow targeting in beauty and health media by celebrating both mothers and non-mothers alike. Anchored by the central creative asset—a motivational anthem—this work leverages emotional resonance and local language to elevate the idea that self-improvement starts with accessible steps, framing weight management and personal well-being as attainable achievements rather than unattainable ideals. Regimax & Herbatrend’s promise of a lighter weight for a better tomorrow is embedded into the rhythmic and inclusive refrain, reinforcing the brand’s supportive role as a companion on the journey to improved health and self-esteem. The participatory nature of the campaign is amplified on social media via platforms like Facebook and Instagram, not simply as distribution channels but as community-building spaces, tying into Egyptian cultural practices of public celebration through collectively meaningful hashtags and motifs. The result is a multi-layered communication that, as per Clapboard’s taxonomy, employs FORMAT#10—Associated User Imagery, painting aspirational and relatable archetypes of women as stars, queens among mothers, and icons of transformation rather than abstract ideals. In a landscape where established players like Nefertari Cosmetics, Eva Cosmetics, and Cleopatra Cosmetics have leaned on heritage or daily routine, Regimax & Herbatrend’s approach embodies an emotionally charged optimism and inclusivity that broadens the traditional footprint of beauty-and-health marketing. The messaging is direct, the visual and lyrical language is unmistakably Egyptian, and the invitation to join the movement toward self-betterment aligns cleanly with the current appetite for purpose-driven campaigns in the region. The campaign earns 57/100 in Clapboard’s global creative archive. While the media mix was conventional in scope, this work matters as a case study in how locally grounded creative that meaningfully reflects women’s lived experiences can serve as a blueprint for expansive, category-positive storytelling in Egypt’s beauty landscape.