Pantene has teamed up with GLAAD, the LGBTQ media-monitoring company, to promote acceptance for the holiday season.
The “Going Home for the Holidays” video campaign touches on LGBTQ+ people who are afraid to go home for the holidays over fear they will not be accepted. Pantene was inspired by a research report from Kantar that found 44% of LGBTQ+ people feel they cannot go home for the holidays as their “true selves”—a statistic mentioned in the brand’s video. The video features music sung by the Trans Chorus of Los Angeles, of whom four members are profiled for the campaign. The chorus sings “I’ll Be Home for Christmas” while the four profiled members discuss what it’s like to go home for the holidays. As the campaign is for a hair company, each video profile also mentions how hair plays a pivotal role in a transgender person’s identity. A Gartner report found hair care brands are finding value in diversifying influencer portfolios, as Pantene may hope to do with its new ad.
Pantene hopes the campaign helps celebrate the stories of LGBTQ+ people journeying home for the holidays. The brand has also pledged to donate $100,000 to Family Equality in honor of the campaign. This newest movement follows Pantene’s summer rollout of its “Don’t Hate Me Because I’m BeautifuLGBTQ” initiative for Pride month.
Many brands release ads in the holiday season that tug on viewers heartstrings—Pantene is a great example for brands looking to promote compassion and equality without forcing the sale of a product.