Case Study: Pantene advances LGBTQ+ inclusivity with Valtech's Hair Has No Gender campaign

Pantene’s Hair Has No Gender campaign earns 250 million impressions with Valtech

Pantene, a leading hair care brand from Procter and Gamble, sought to pivot from being perceived as just a haircare company to becoming a brand that leads impactful change. Their challenge was to create a meaningful marketing campaign that promoted inclusivity, specifically addressing the anxiety and stress felt by many in the LGBTQ+ community when visiting hair salons. Valtech partnered with Pantene to develop this initiative using their Marketing Creativity & Performance offering.

Valtech developed the "Hair Has No Gender" campaign by collaborating with trans and non-binary ambassadors to share their powerful, first-hand stories. The solution also included a partnership with the Dresscode Project and a significant donation to support their mission. The campaign garnered over 250 million impressions from coverage in major publications like Vogue and Elle, achieved over 3 million TV interview views, and was amplified by more than 130 influencer posts. Valtech helped Pantene move beyond conventional communication to share emotional stories with solidarity and purpose.

Pantene