Pantene Gold Series Tour

The Situation

Pantene is launching it's first ever African-American haircare line. 

Target

We are targeting African-American women. Whether she is rocking a weave, natural hair, or relaxed we want her. 

What We Need to Know

When it comes to black women and their identity, her hair plays a huge role and unfortunately her hair is often politicized and ridiculed. Through all the adversity black women are still embracing their hair and have even created a natural hair moment. For black women the hair on their head is not just hair, it's personal, rifled with meaning and beauty though the world tries to tell her different. Artist like Solange singing songs like "Don't Touch My Hair" and hashtags like #BlackGirlMagic #NaturalHairJourney fostering a sense of pride and community. While choosing to wear her natural hair black women are reminding people that whether she is rocking their hair relaxed, curly, braided, or with a weave ALL of them are beautiful.

Barriers

She is skeptical of Pantene and rightfully so. For so long Pantene has talked to only white women. When you search Google images using the phrase 'Pantene ads' you see an overwhelmingly majority of white women. She doesn't see us as a brand for her and can you blame her?

When it comes to her purchasing haircare she supports small, black owned natural haircare businesses like Miss Jessie and Shae Moisture. When L'Oreal acquired Carol's Daughter, a beloved AA haircare line, black women threatened to boycott. 

Challenge

How do we change the perception that Pantene is not a brand for her?

We need to convince her that Pantene's Gold Series is the real deal and not just smoke and mirrors. Tear down the curtain that hides our new commitment to black beauty. 

Insight

Her hair is a source of pride and identity and she will never carelessly trust her crown to an outsider. 

Single.Most.Important.Thing

Encourage black women to rediscover Pantene.