Pantene now launches the fourth chapter of its #HairHasNoGender initiative, exploring the power of hair in identity and self-expression. Research conducted by Pantene has revealed that 60% of LGBTQ+ members change their hair to express their true identity when coming out. This was the starting point for Pantene’s 4th chapter of its #HairHasNoGender initiative: “Lengths of strength”. The new campaign ”Lengths of Strength” focuses on the stories of life after coming out with hair in focus featuring members of the LGBTQ+ community. Through real-life testimonials, we hear that as your hair starts to express your true identity - whether you want to wear it long, short, curly or straight - you grow more confident in yourself, you grow stronger. As part of the initiative, Pantene will continue its collaboration with the Dresscode Project, an alliance of safe hair salon spaces founded by Kristin Rankin. With the ultimate goal of expanding the DCP-accredited salon network globally, Pantene is working with Kristin to support and facilitate inclusivity training for hair stylists and create counseling spaces so everyone can have a positive hair journey and more great hair days. – At Pantene we want everyone to be able to wear their hair the way they want without fear of judgment or bias. We know that this takes strength as research shows that people in the LGBTQ+ community continue to face challenges in fully expressing their authentic selves even after coming out. With this fourth chapter of our #HairHasNoGender campaign we want to share those stories of strength and celebrate the power of hair to express identity, says Helene Graffner, Communications Director at Pantene. Launching with the release of a new film on YouTube, featuring members of the LGBTQ+ community from Europe and North America with well-known profiles such as Phenix, Andreas “Strify” Hudec, Katy Gramma, Nora Monsecour, Luis Miguel De Magalhães Oliveira, Guglielmo Scilla, Vivek Shraya, and Daniela Santiago. The film highlights the stories of life after coming out, with hair in focus and transformation at the very heart of it. – It was incredibly touching to hear all the personal stories from the LGBTQ+ community that form the basis of the campaign. For an outsider, it's often difficult to imagine the courage required to show one's true identity, says Petter Rudwall, Creative Director at Valtech Radon."