Pantene: The Quinceañera

Marking International Transgender Day of Visibility, Pantene today released a documentary-style short film chronicling the Quinceanera of a transgender woman, Isa, denied one as a teenager. Longtime agency Grey New York created the campaign. Against great odds, from job discrimination to systemic violence, transgender women have made significant progress in Latin America, holding elective office and as business leaders. People begin understanding their gender identity as early as three years old. But many transgender people don’t know or share this about their gender until later in life due to safety and issues of cultural acceptance. The Quinceañera is a dream come true for many Latina girls as they turn fifteen. But this rite of passage to womanhood, celebrated by family and community, has often excluded transgender women from this cultural milestone. Pantene has partnered with Isa, a transgender woman in her forties, to give her the Quinceañera she never had. The film tells her poignant story and follows her preparations leading up to and including the day with her friends and family.