Pantene has released a new Gold Series, collection of hair products made for, and by black female, PhD scientists. Following ten years of research and testing, the dream team worked together with over 40 hair stylists and world-renowned dermatologists, to create this innovative line.
In a world where black hair is given little representation in the hair and media industries, Pantene’s bold move appears to have taking a step towards being more inclusive when it comes to showing what it means to have beautiful hair.
The campaign video features a poetic celebration of black women, young and old, with curly and kinky, straight and braided hair, illustrating the depth of our diversity. Shining in the spotlight is Demi Grace, a Nigerian artist who is the only woman featured with locs. Grace recognises how important it is for the mainstream media to embrace all types of black hair. She said: “Your locs shouldn’t define you until the point that you get attached to the label. It shouldn’t break you.”
The campaign is indeed beautiful and it’s great to see such a mainstream brand expand their service base to be more inclusive. But we mustn’t forget the numerous black hair products made by Afro-Caribbean companies, who produce quality hair care products, but don’t have the budget to advertise on the same scale.