Breaking News

P&G Anti-Sexism Shampoo Ad to Debut in US

December 20, 2013

Labels Against Women created by Pantene.

The Pantene ad where a woman with thick, shiny hair encounters workplace sexism is coming to the US. The spot, Labels Against Women, launched on Nov. 9 in the Philippines, but quickly went viral worldwide after Sheryl Sandberg called it “one of the most powerful videos I have seen.”

Procter & Gamble, Pantene’s parent company, has begun purchasing ad space for it in US, which means that if you’re one of the millions of people who’ve seen it online, you’ll probably see it again on TV.

The minute-long spot features a man and a woman doing the same things (running a meeting, giving a speech, working late) in the same professional setting while the words associated with them—”Boss” for the man, “Bossy” for the woman, for example—are displayed beside them. A melancholy cover of Tears for Fears’ Mad World plays in the background. The tag line, “Don’t let labels hold you back,” flashes onscreen in the final moments, while a model does the typical shampoo commercial hair toss. P&G created the spot in response to a gender bias study it conducted in the Philippines. Judging from the commercial’s popularity, many of its stereotypes resonate with women around the world.

Related End-User Markets:

blog comments powered by Disqus
  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • Exploring Green in Vegas

    Exploring Green in Vegas

    Christine Esposito, Associate Editor||June 6, 2016
    Cosmoprof North America sets the stage for brands dedicated to the growing and evolving eco-friendly beauty space.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Take Notice

    Take Notice

    Melissa Meisel , Associate Editor||June 1, 2016
    Packaging trends revolve around trendy artwork, eco-conscious materials—and portability is a plus too!

  • Virtual Reality

    Virtual Reality

    Christine Esposito, Associate Editor||June 1, 2016
    An update on nature-identical ingredients for cosmetics and personal care products.

  • Shiseido Advances in the US

    Shiseido Advances in the US

    Tom Branna, Editorial Director||June 1, 2016
    New facility in Windsor, NJ demonstrates its dedication to the US and other markets outside Japan.