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#hairwego

Pantene Japan

Issue 53 | January 2020

Background

Pantene (P&G) first launched the “#More Freedom in Job Hunting Hair” project in 2018, featuring a compilation of honest and straightfoward opinions from 1000 job seekers in commercials and videos. Plenty of buzz was generated not only among job seekers, but in society overall, creating conversations across various media and social platforms. This year, based on a survey that Pantene carried out on 300 human resource professionals, they found that 78% of the respondents voiced out their hope for more freedom in job hunting hairstyles. However, they weren’t quite sure how one could make this happen. With this in mind, as an initiative to empower others to take a step forward, Pantene collaborated with government departments and corporate companies to co-create the diversified job-hunting hairstyle project. The project features actual employees from the (supporting) companies in out-of-home and newspaper ads, showing a wide variety of hairstyles, to encourage job seekers to be their authentic selves. The film was also distributed as a TVC and on social media platforms such as Twitter.

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