Pantene has partnered with the Dresscode Project to create a network of safe salons and change how transgender people experience salon visits in the UK. The project has recruited member salons and stylists and will support them through resources and training on how to create safer salons for LGBTQ+ clients.
Hair is proven to have an impact on personal identity, self-esteem, and confidence. Through a global study with Yale, Pantene showed that hair is critical for self-esteem and is an important extension and expression of identity. Despite this, the transgender and non-binary community often face discrimination and misgendering when trying to achieve the hair that best reflects how they feel.
- 96% say their hair is important to their gender presentation.
- 93% of UK trans people have been misgendered during a salon visit, with 27% saying it’s happened more than once.
- 29% of trans people report feeling stressed every time they visit a hair salon, with 24% feeling anxious about it.
- 80% of transgender people in the UK claim they can’t achieve their dream hair because they’re uncomfortable in a gendered salon environment.
Dresscode Project founder Kristin Rankin has been a stylist for over 13 years and started Dresscode Project in the US in 2017. Her inspiration for wanting to stop misgendering and misplacement in salons came after cutting the hair of a transgender woman. Dresscode Project works with salons to educate staff on terminology and salon setup to reduce potential uncomfortable situations.
Pantene’s Power Squad ambassador and transgender rights activist Paris Lees, with a collective of other inspirational members of the community including transgender and gender non-conforming activists Angela Ponce, Travis Alabanza, and Lea T share their personal hair journeys and what their hair means to their sense of identity.
Paris said in a statement, “Particularly as a transgender woman, my hair is such an important signifier of my identity. It makes me feel confident in myself and my femininity. I consider hair my weapon of choice when it comes to self-expression. The power of hair is so important to me and so many people in my community and that’s why I’m so excited to work alongside Pantene as they support Dresscode Project.”
The ad was developed by House of Radon Stockholm with PR led by Ketchum London. For every share of this film with #powerofhair and @panteneuk, Pantene will donate to the Dresscode Project. In the UK, in-store in Superdrug and on Superdrug.com, for any Pantene product purchased Pantene will donate to Dresscode Project to help roll out in the UK.
Read the full article on PRWeek.
Photo: via P&G