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Pantene Kicks Off New Campaign

June 18, 2014

P&G's leading hair care brand urges women to 'Shine Strong' with fundraising effort.

Pantene evolves its global Shine Strong campaign with the launch of the global Shine Strong Fund and a new thought-provoking video that tackles a common but unconscious behavior many women engage in everyday: over-apologizing.

Pantene’s Shine Strong campaign first took shape in December 2013 following the worldwide success of a viral video titled “Labels,” originating from the Philippines, depicting gender labels in the workplace (more than 46MM YouTube views to date). Pantene’s latest video titled “Not Sorry” is designed to spark a dialogue about how women unknowingly minimize their strength with the subtle, yet powerful behavior of unnecessarily saying ‘sorry,’ when there is no reason to apologize.

“Pantene is committed to helping women across the globe be strong and shine both inside and out,” said Colleen Jay, president, P&G Global Hair Care & Color. “We are certain this evolution of the Shine Strong campaign and roll-out of the global Shine Strong Fund will inspire action and change. We believe the message of the “Not Sorry” video will resonate with women, encouraging them to be more aware of this diminishing behavior and, in turn, prevent any bias they may be unconsciously creating.”

The overwhelmingly positive response to the Shine Strong campaign inspired Pantene to continue the conversation, ignite change and help more women in more ways through the creation of a new global Shine Strong Fund. The mission of the Shine Strong Fund is to educate and enable women to overcome bias and/or societal expectations so they may reach their full potential, as well as celebrate the many strong women in the world who exemplify the essence of Shine Strong.

In the US, Pantene’s Shine Strong Fund will kick-off with a collaboration with the American Association of University Women (AAUW), a top-rated charity that has been empowering women on campus and in the work-place since 1881. The fund will underwrite monetary grants and give access to influential leaders to enable women to be strong and shine, whether on college campuses, in the workplace or in the community.

“Pantene’s commitment to raising awareness about unconscious bias and stereotypes is a perfect link with AAUW’s core mission,” said AAUW Executive Director and CEO Linda D. Hallman, CAE. “We look forward to further exploring these important topics and seeing how our student members bring the conversations to life within campuses and communities across the country.”

More info: www.pantene.com/shinestrong.

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