Pantene Silky & Glowing

Pantene understands the Power of Hair on self-esteem, identity and self-confidence and wants this power to be felt by all. However, we identified an inclusivity problem. The visually impaired were under-served, overlooked, and misunderstood by the hair & beauty industry.

From distinguishing a shampoo bottle from a conditioner, to using a product, to online hair tutorials, the hair & beauty world is skewed to the sighted. Pantene wanted to challenge the status quo, make an impact on accessibility, and help contest the notion that just because you can’t see, you don’t want to look good.

We partnered with blind broadcaster and influencer, Lucy Edwards, as ambassador to authentically inform our campaign.

To aid the identification of products within a retail environment for the visually impaired we partnered with Superdrug to launch a trial of RNIB’s Navilens technology instore. A game changing app that enables someone from the visually impaired community, to be served product information more easily.

Then, we set about creating an industry first Beauty Creator Code of Conduct. An educational guide for capturing inclusive hair tutorials, that enable the visually impaired to access great hair content, as easily as everyone else.

The code of conduct, partnership and announcement of Lucy as Pantene’s new ambassador amassed in some serious results. •1.3 BILLION people reached in coverage including Mail Online, Glamour and Heat •57% uplift in social conversation surrounding inclusivity in the beauty industry on the day of launch •100% positive sentiment •And 1.47 Million reach on social media