Pantene’s #PrideHair Project Encourages the LGBTQ+ Community to be Who they Want to Be

    By Katerin Pantaleon - Nov 25, 2020
    Pantene’s #PrideHair Project Encourages the LGBTQ+ Community to be Who they Want to Be

    Pantene recently launched their #PrideHair spot, the third installment of their #HairWeGo: My Hair Moves Me Forward campaign in Japan. The ad encourages everyone to express themselves and to be who they want to be.

    According to Pantene, the LGBTQ+ community makes up 8.9% of the Japanese population. Yet, a 2019 survey revealed that over 70 percent of LGBTQ+ job hunters in Japan struggle during their job search because of fear of discrimination.

    Pantene Japan and GREY Tokyo launched the #PrideHair project, featuring LGBTQ+ former-job hunters who have felt pressured to pretend to be someone they’re not. In the ad, hair is one of the main expressions of identity for those featured, but it becomes a main stressor for them during the job-hunting process.

    The #PrideHair project is a series of ongoing ads which launched last month and is based off the experiences of LGBTQ+ former-job hunters. The aim is to create awareness and start a conversation around the challenges for LGBTQ+ job hunters and to give courage and hope to not just LGBTQ+ job hunters, but also to the next generation.

    Within a week of the launch, the film was viewed more than 20 million times on Twitter and Youtube. The campaign also aired on TV, featured on billboards near the main train stations around the city, and printed in the newspaper.


    “Through conversations with former LGBTQ+ job hunters, we have come to realize the importance of being able to express oneself without pretending to be someone you are not, and that your hair can help you take a brave step forward in achieving this,” said Yoshiaki Okura, CMO, Hair Care APAC Focused Market, Procter & Gamble. “We want the #PrideHair project to become the impetus to start the conversation around better and more diversified job hunting. It was encouraging to see the campaign had such a positive impact.”

    “When I heard the words, ‘I spent a year agonizing over whether I should job-hunt as a man or a woman,’ spoken by our interviewee, I was deeply affected and shaken to the core,” said Masanori Tagaya, Executive Creative Director, GREY Tokyo. “While most people worry about facts like which job or company, there are people who worry about how or whether they should reveal the most basic aspect of their identity. Only someone who has been through this can understand and share their story. My job was to get their life experiences out to the world. It has been such an honor to be trusted to do this.”


    Agency: GREY Tokyo
    Executive Creative Director: Masanori Tagaya
    Senior Creative Director: Jun Ogasawara
    Creative Director: Ryuma Kodaka
    Associate Creative Director: Yoichi Inamura
    Senior Art Director: Kei Takimoto
    Art Director: Shota Ishikawa
    Interactive Art Director: Katsuhiro Fujimoto
    Junior Art Director: Takuya Tanaka
    Copy Writer: Masanori Tagaya, Yukika Anan
    Designer: Tatsuo Tamaru
    Executive Planning Director: Rui Nago
    Planner: Satomi Nagata
    Producer: Daijiro Yamakawa, Yoshiaki Saito
    Senior Account Director: Sayaka Adachi
    Account Executive: Melissa Lim

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