Pantene Garners More Than 8-Million YouTube Views with Controversial Shine Strong Campaign
By Theresa Yee

Haircare brand Pantene addresses gender issues with a 60-minute beauty video.

Dec 17, 2013


Pantene is causing a stir in the Philippines and around the world with an online video that attempts to tackle gender labels. In November, a 60-second video was released by Pantene Philippines depicting the hidden double standards that women in the region face in Filipino society and in the workplace. In a little more than a month, the video generated more than four-and-a-half million views and thousands of comments around the globe.

Now, the video has more than eight million views

Pantene’s Twitter account shouts out ambitious female celebrities, CEOs and asks controversial questions like: “Are women as guilty as men for unfairly labeling other women?”

Sheryl Sandberg, chief operating office at Facebook and author of her popular book Lean In, posted a link to the video on her personal Facebook page , “This is one of the most powerful videos I have ever seen illustrating how when women and men do the same things, they are seen in completely different ways. Really worth watching.”

The goal? “To help create a larger platform to educate and awaken everyone to unfair judgments they may be making about women.”

The #ShineStrong campaign asks Twitter users to share their #ShineStrong moments through tweets and pictures and the campaign aims to also “help women embrace their strength and shine.”

What do you think of this campaign? Watch the video here:

— Glynnis Mapp, Stylesight Beauty Editor 

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