The hair care brand is holding up a mirror to women with the Shine Strong campaign and showing how being authoritative isn't a bad thing. It's a powerful message and makes sense as a follow-up to last year's "Labels Against Women." That spot, from the Philippines, showed how identical behavior by men and women earns them different labels in the workplace. It has been watched more than 46 million times on YouTube.
"We've struck a chord in terms of changing gender norms for women," Kevin Crociata, marketing director of North American Hair Care business, said of the "Not Sorry" spot. "We used market research to look at what gender norms were holding women back and tried to tap into the most relevant and insightful areas. This problem of saying sorry, it wasn't just something women in the U.S. were facing but globally. After the success of the first campaign, Shine Strong is something we're committed to as a brand."
Pantene is putting its money where its mouth is: The brand is also launching the Shine Strong Fund, which seeks to educate and enable women to overcome bias and societal expectations as well as celebrate strong women. The fund is collaborating with the American Association of University Women, underwriting monetary grants and helping college women have access to influential leaders.
I do this a lot without realizing it. Do you apologize too much, ONTD?