Gold Series, by Pantene has partnered with Black Minds Matter and Project Embrace to help end discrimination against Afro hair in the UK. A new report shows that 93% of Black people in the UK have faced microaggressions related to their Afro hair. Hair has been shown to be key to confidence and identity, which is why Pantene are on a mission to give more great hair days to all. They have set a goal of >50% reduction in hair discrimination in the UK by 2025 with this campaign and the Power of Hair Fund. Of those that have been or have felt discriminated against due to their hair, the top three most cited places this happened are:
- At school (59%)
- In the workplace (49%)
- In a work interview (45%)
Uninvited hair touching was reported as one of the most common types of microaggressions, experienced by 46%.
Working with Black Minds Matter, Project Embrace and other partners, Pantene will share educational materials crafted by experts about microaggressions, the science and beauty of Afro hair, ways to support the mission of ending hair discrimination and fund organisations who enable this change. Agnes Mwakatuma, Founder of Black Minds Matter said: “Many Black women are subject to racial microaggressions throughout their life – from school all the way to treatment in the workplace – with discrimination against hair and a lack of self-acceptance being an almost universal lived experience. Pantene’s campaign is much-needed to emphasise that racism isn’t always explicit and can also take the form of subtle, unspoken microaggressions. When Black people face this over time, it can be incredibly detrimental to maintaining mental health. We hope that ‘My Hair Won’t Be Silenced’ will lead the way and inspire other brands in the haircare industry to take long overdue steps to cater for, and proudly represent the Black community.”
For more information, please click here.