Pantene is working with the Dresscode Project to change how transgender people experience a visit to a hair salon.
According to research cited by the brand, 93% of UK trans people have been misgendered during a salon visit, with 27% saying it’s happened more than once. On top of that, 29% of trans people report feeling stressed every time they visit a hair salon, with 24% feeling anxious about it.
With this in mind, and responding to a separate Yale study that found hair is critical for self-esteem, the P&G-owned brand is hoping to combat this secret stress by working with the Dresscode Project.
Together, they are creating a network of salons across the world where transgender and non-binary people can feel safe and comfortable.
The project has recruited member salons and stylists and will support them through resources and training on how to create safer salons for LGBTQ+ clients. It then allows clients to search online to find member salons in their area.
As part of the project, Pantene has worked with Power Squad ambassador and transgender influencer, Paris Lees, and a collective of other figures in the trans community, including Angela Ponce, Travis Alabanza and Lea T.
To broadcast the inititaive, it has created a film, that will be released this week about the importance of hair and acceptance within the context of their personal transition stories.
Pantene will alsos make a 5p donation to the Dresscode Project for every time this video is shared until 3 December. It will also donate 5p to the Dresscode Project for each Pantene product purchased at Superdrug until the same date.