The North America mass hair care category has among the lowest loyalty levels of any Beauty subcategory, which decreases with the lack of representation – especially among diverse millennial audiences, who see themselves or their loved ones usually reflected in more niche and premium brands.

Our objective for this campaign was to earn the heads and hearts of more consumers by sending a message of inclusivity, allowing the LGBTQ+ community to see themselves reflected in our brand and feel seen by mass brands. Additionally, we wanted to create, nurture and support conversations fostering acceptance, celebrating identity and embracing allies.

In collaboration with GLAAD and the Trans Chorus of Los Angeles, “Home for the Holidays” creates a moving rendition of “I’ll Be Home for Christmas” as chorus members prepare themselves emotionally for the journey home. Interviews feature powerful stories of four members of the choir, ranging from intolerant receptions to moments of joy and love. They speak of the trials and triumphs of going home for the holidays, including their desire to be and look their true selves.

As part of the program, Pantene donated $100,000 to Family Equality, an organization that envisions a world in which every LGBTQ+ person has the right and the opportunity to form and sustain a loving family.

The holiday season is a time for millions of Americans to travel home and reunite with people they love. But for some, it’s not that simple. Proprietary research showed that 44% of LGBTQ people feel they can’t come home as their true selves, fearing their identity – including hair, which is the #1 expression of self- won’t be accepted. So, family gatherings that may be easy for the general population, can be very difficult for the LGBTQ+ community. While every LGBTQ+ person has their own unique story about going home for the holidays, everyone is seeking the same thing– to be surrounded by people who love and accept them. “Home for the Holidays” brings awareness to the challenges many LGBTQ+ people face during this family-centric season including their desire to be and look their true selves, but also celebrates individuality and love, and reminds us what true beauty is about.

The campaign launched with a paid partnership with Ellen DeGeneres, including digital and social amplification to Ellen’s following. The hero video was posted on Ellentube and Ellen’s YouTube and was amplified on Ellen’s Facebook, Twitter, and Instagram.

We conducted widespread outreach immediately following the launch with Ellen, which sparked various conversations and positive engagement amongst consumers, the LGBTQ+ community, and their allies, including an exclusive with people.com and an editorial write up in Conde Nast’s THEM.

Multiple influencers within the community shared their personal story around going home for the holidays and drove video views to help raise awareness and show acceptance of the LGBTQ+ community.

To help drive overall reach and video views, we secured paid social amplification of all influencer IG and THEM content.

Through representation of the LGBTQ community and the partnership with GLAAD, we demonstrated Pantene’s commitment to address barriers to category inclusivity and challenge bias and cultural norms in order to normalize the community in all that we do. We made a significant step towards positioning Pantene as the leading Hair Care brand for Diversity & Inclusion—celebrating the uniqueness of all individuals and championing a better world for everyone.

• The campaign generated over 350M+ total impressions, bringing the brand to new places in mainstream news and culture including CNN, Time, The Drum and notable LGBTQ publications, Logo & Pride

• Our video content was a compelling driver of engagement with 2.2MM+ total video views

• We saw our message resonate within the community. As tweeted: “Thank you for the moving and loving message of inclusive unconditional love. From a trans man it means the world.”