WHAT CAN PANTENE DO TO BREAK A JAPANESE CULTURAL NORM?

In Japan, people are pressured to follow a social standard. Behaving or appearing different from the norm is not only discouraged but oppressed. This becomes most significant in the job hunting scene. Japanese job-hunting style – wearing same black suits, makeup, and hairstyle pulling up black hair into a tight ponytail – is a symbolic display of the culture of uniformity and conformity. All though they are not happy, job-seeking college students unwillingly follow these rules. Pantene believes that individuality and differences are something to be proud of. As a haircare brand, how can we defy norms and inspire not only job seekers but everyone in Japan to be true to themselves?

THE NON UNIFORM CODE

Pantene has embarked on a multi-year initiative, taking on the issue through something they know better than anyone – hair. Between 2019 and 2021, the campaign has affected change with 3 audiences – giving voice to “job hunting students” who have been hiding their true selves behind the uniform code, shedding a light to an unimaginable struggle of “LGBTQ job-hunters,” and aiming at the heart of “corporate Japan.”

“UNIFORM CODE” IN JOB HUNTING STANDS IN THEIR WAY, EVEN LONG AFTER ENTERING THE WORKPLACE.

At job hunting, students face tremendous pressure to confirm. Adhering to strict uniform code of appearance deeply rooted in the Japanese society. Some of the codes are to tuck your hair behind the ears, wear a black or navy suit, and make the hair color black. As a result, applicants go through the job hunting process by suppressing their individuality, and continue to do so long after they enter the workplace.

The campaign first liberated the young generation by giving voices to 1000 job hunting students through the newspaper and transit billboards with their honest questions towards the uniform code. It also celebrated the true selves of marginalized communities by featuring two transgender ex-job hunters who called out to the next generation as first-ever role models in the online film. The initiatives were also aimed at the heart of corporate Japan. Pantene has led the “joint statement” newspaper ad with 139+ leading companies who advocated freedom in job-hunting hair, resulting in those and more corporations to change their practices.

PANTENE FOSTERED A WORKPLACE CULTURE CHANGE OF PRIDE IN APPEARANCE, AND FIGHTING UNIFORMITY.

Through sustained and unflinching efforts, Pantene started a conversation change, a corporate change, and a culture change. Not only the campaign has received an overwhelmingly positive reaction (95% of the YouTube comments were positive), more than 139 leading companies in Japan changing their recruiting rules and processes. The Japan Business Federation abolished the Job-Hunting Rule. And finally, the Japan government has taken out the gender section from public resume in 2021.