P&G brings in trans rights activist Paris Lees as Pantene ambassador

Trans rights activist Paris Lees forms Pantene partnership

Pantene has turned to transgender rights campaigner and writer Paris Lees to serve as the new face of the hair care brand.

The partnership with the Proctor & Gamble brand will see Lees push for greater visibility of trans people in mainstream society, particularly trans teens, with Lees also attracted to the brand as a ‘powerful expression of femininity’.

Commenting on the role Lees said: “Being able to turn on the television, being able to look in a magazine, look online and see that there are brands celebrating people from [the trans] community . . . it’s like the middle ground has shifted.

“I never actually thought that trans people would be celebrated. I thought that we could maybe reduce the stigma, but I didn’t realise that it would become aspirational, that we’d be winning awards and appearing on the cover of magazines and being in advertising.”

For its part, P&G has been keen to harness its huge marketing budget for social good while simultaneously establishing stronger identities around its product line.

Growing awareness of trans issues has seen a wave of brands embrace the sector, notably Amazon Alexa which gave voice to the International Transgender Day of Visibility.

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