SINGAPORE, June 23, 2014 (ANTARA/PRNewswire) --Today, Pantene has evolved its global Shine Strong campaign by launching a new thought-provoking video that tackles a common but unconscious behavior many women around the world engage ineveryday: over-apologizing. The video is expected to become a thought provoking conversation starter around the region, as women in each market debate whether this is a behavior that resonates with them personally, share their personal experiences and discuss whether they feel it's a behavior that undermines women as a whole.
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 46 million 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 Pantene Shine Strong Fund:
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 newglobal 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.
The U.S will be the first region to activate Pantene's Shine Strong Fund, swiftly followed by regions around the world. North America will collaborate with the American Association of University Women (AAUW), a top-rated charity that has been empowering women on campus and in the workplace since 1881. The U.S 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.
Further details about the Shine Strong campaign can be found at www.pantene.com/shinestrong.
ABOUT PANTENE® PRO-V:
The Pantene® Pro-V line includes [21]collections that help provide all women with healthy, strong and beautiful hair.The current Pantene® Pro-V offerings include: [Expert Collection Advanced+ Keratin Repair, Expert Collection AgeDefy, Anti-Breakage, Aqua Light, Beautiful Lengths, Classic Care, Color Preserve, Curly Hair Series, Daily Moisture Renewal, Everlasting Ends, Expressions, Heat Shield, Ice Shine, Nature Fusion, Repair & Protect, Smooth, Stylers, Volume, Truly Natural, Truly Relaxed, and Ultimate 10.] Pantene Pro-V technologies advance with the help of the Pantene Hair Research Institute (PHRI). The Institute, established in 2012 and based in Geneva, Switzerland, is the modern incarnation of Pantene's commitment to partnering with leading hair health experts by joining 12 leading independent hair scientists with 7 senior P&G scientists to further what is possible in healthy hair care.
Endi Febrina Herlambang
Country Communications Manager
Tel: 021-5798-1243
021-2903-9200
Fax.: 021-2903-9200
Email: herlambang.e@pg.com
Proximity Indonesia for P&G
Tel: 021-8379 4878
Fax: 021-831 7786
Email:
Aviani Primasari: aviani.primasari@proximityindonesia.com
Katrina Hutagaol: katrina.hutagaol@proximityindonesia.com
SOURCE Pantene
Editor: PR Wire
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