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hair is genderless

In 2020, Pantene was valued at approximately $ 5.57 billion, up from $ 5.06 billion in 2019.

The brand runs a new movement in the global project “Hair Has No Gender”, to raise awareness on behalf of the LGBTQ2S + community.

The campaign has been applauded for finding a sector appropriately related to social marketing.

Pantene is one of the most popular shampoo brands in Mexico, but also in countries such as Canada from where it has carried out its last execution that joins the global project “Hair Has No Gender”, which aims to create awareness on behalf of the LGBTQ2S community +.

The objective is centered precisely on the hair and the emotional support they can have in the self-expression of an LGBTQ2S + person. This year’s campaign explores the power of hair to express identity and has been published through the YouTube video platform, with trans and non-binary advocates from around the world, who share their stories of how the support of their respective families allowed to be themselves.

The campaign has been applauded for finding a sector adequately related to social marketing, connecting the promotion of tolerance with the product without forcing it.

Pantene Canada has partnered with trans artist Vivek Shraya and her father, Mohan Bilgi, to share a unique Canadian perspective, joining other global ambassadors: Angela Ponce of Spain, Lea T of Italy-Brazil, Travis Alabanza of Britain and Sweden. Johanna and her families.

The brand also continues its support and collaboration with the Canadian Dresscode Project (DCP), which was founded by Toronto-based stylist Kristin Rankin. With the ultimate goal of expanding the network of DCP-accredited salons globally, to support and facilitate inclusion training for stylists to make their salons more gender-affirming spaces for LGBTQ2S + clients, so that everyone can have a positive hair trip.

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During 2020, the Pantene brand was worth approximately $ 5.57 billion, compared to $ 5.6 billion during 2019, according to Brand Finance.

The personal hygiene market is the demand for products that increasingly respond to new habits and lifestyles, which are undoubtedly a benchmark in the market. By the end of 2019, in figures of Market Watch, the size of the market registers 420 billion dollars.

In accordance with StatistaIt is estimated that this market will maintain a relatively accelerated rate of expansion for the next few years. Between 2020 and 2024, it is expected to grow at a CAGR of 7.2 percent.