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Web Film
Pantene: Raymond and Robbi's Story
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For many, hair is heritage. Hair is strength. Hair is self-expression. Hair is Pride. And for LGBTQ+ couples – who are seven times more likely to adopt or foster children – it can mean even more: Trust. Attachment. Connection. Family. Pantene understands the vital role hair plays in connecting new families, and this National Adoption Month is launching “Family is #BeautifuLGBTQ,” a series created in partnership with Family Equality that supports LGBTQ+ families and celebrates the moments that connects and brings them together. The series will live on Pantene’s Instagram (@Pantene) and extend through November 2021, continuing to share the stories of diverse LGBTQ+ families throughout the year. The hair moments in the series depict real family connections and lasting memories being made. In the series’ first video starring Raymond and Robbi, and their daughter Ella, they share how her hair bonded them from the very beginning as they created a hair-washing ritual that gave them the time to talk and connect while also learning about her hair needs and heritage, with Ella having a birth mother from India and birth father from the Caribbean. These are the moments that allow conversations to take place, bonds to form and families to grow. This campaign is the latest in support of Pantene’s mission to represent, celebrate and make the LGBTQ+ community feel beautiful year-round, building off of last holiday season’s “Home for the Holidays” campaign and “Don’t Hate Me Because I’m #BeautifuLGBTQ,” which launched during Pride Month 2019.
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