P&G haircare brand Pantene’s #PowerofGrey campaign to support their innovation, the Grey and Glowing Collection, has provided a model example of launching products to meet a new haircare demand alongside a powerful campaign, supported by celebrities and influencers, to encourage women to embrace their grey hair.
The campaign was part of the brand’s ‘Power of Hair’ ethos: innovating to create more great hair days for everyone: all hair types, all hair conditions, all ages and all genders.
Research demonstrates that aging can result in hair reducing in diameter and becoming more weathered, making it more prone to breaking, as well as hair density decreasing. Pantene created haircare products to provide more TLC for grey hair combined with positive empowering campaigns. All built under the brand idea of ‘Hair Biology’.
Katharine Newby Grant, northern Europe marketing director for P&G commented: “We’re committed to continue to drive even greater diversity across our beauty advertising. We believe in the power of grey and believe it should be celebrated, just like all other hair colours and types. Historically grey hair hasn’t featured as prominently in beauty advertising which has left a significant number of women not seeing some “like me”. We want to change that.”
The campaign was backed by a Pantene study which found that 80% of Brits have grey hair, but two out of five disguise it (40%), reporting that they do so as they feel less confident with grey hair (40%). The study also uncovered a marked difference in how greys are perceived between genders, with 35% agreeing that ‘society is more accepting of grey-haired men than women’.
Since this campaign there has been a positive shift in perceptions of going grey and women showing natural grey colour. Similarly, there has been an emergence of more over-50 ambassadors of hair and beauty brands, with celebrities such as Sarah Jessica Parker, Salma Hayek and Gwyneth Paltrow publicly embracing their naturally greying hair.
As public perception shifts, more hair care and beauty brands are seizing the opportunity to launch their own pro-aging products that better reflect the needs of modern women. The Dove’s campaign #KeepTheGrey is part of this positive change.
This is the convergence of a set of activities that brands do best. Few brand owners do it better than P&G. It starts with insight – a changing attitude amongst women to clichéd images of beauty, aging and their sense of individuality and empowerment. It is delivered through the twin levers of meaningful innovation and powerful communications. This creates market penetration – more people, new users etc. – and category activity beyond the brand. Other brands enter or invest and greater value is created. Without brands and their unique commitment to insight, innovation and investment, this would happen less often and less effectively. It is why brands matter and how they create growth.
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