Image: Pantene Philippines first transgender Brand Ambassador, Kevin Balot
UPDATE November 27, 2018 below!
I couldn’t help having this comparison.
Pantene hair care line has been residing in my bathroom along with the other haircare brands and products that I’ve been using for many years, and I know how this brand works well with me.
For me, there is no need to further discussion about its benefits – you have to try the product, and experience the result.
Same with other brands, explaining through its ingredients and contents are starting to get boring and uninteresting – the molecules and particles combined, and other scientific words that most couldn’t understand especially in our friends in the below C-market.
I mean who cares what particles Unilever has input in that creamy product – if the products make me feel and smells good, and I’ll stick and keep on using it.
But what makes us more interesting or curious about the brand?
In my case, the brands’ latest campaign that could add more value to the customers and the modern society. And I admire those firms that could think outside-the-box and shares humane ads.
Image: Pantene Thailand
A few months ago, I stumbled on my Facebook feed the latest Pantene Thailand’s campaign featuring the transgender women of the society – the latest #SeeBeautyNotGender campaign talks about how Thailand is becoming more accepting and welcoming to these people, but still, these are an instance that they experience indifference. Pantene Thailand’s campaign tells the stories of these beautiful people in different walks of life and profession in their ordinary life stories stripping off bias and stereotypes. These are real and authentic moments that are not portrayed in the media and the majority of the time go unseen by the public. The film also featured LGBT celebrities; Treechada Petcharat, also known as Poyd (Thai and international superstar, Miss International Queen), Kulchaya Tansiri (Miss Trans Star Thailand 2018), Nicha Rongram (Committee of The Foundation of Transgender Alliance for Human Rights), Nijshanaaj Sudlarphaar, also known as Sarina Thai (First Thai transgender model on NYFW Runway since 2013) and Tachanan Khontong (Actress).
In this video, the Pantene Thailand shares the true stories of these people in their ordinary life and setting aside what Pantene products are. They know that the product doesn’t need a further explanation of why the consumer must buy them, but they cleverly tapped their customers’ emotional and human side and successfully gains the support of their customers.
But that is a different story in Pantene Philippines.
A few weeks ago as they launched the newly improved Pantene product (actually I think it’s the same, and just changed the packaging), Pantene Philippines also introduced the new setsssss (yup lots of S’s) of brand ambassador which I believe are kind of boring. All with the same faces and not-so-interesting-and-not-relatable-stories, however, there is one new brand ambassador that captured my attention.
Image: Pantene Philippines
It was also the milestone for Pantene Philippines to introduce the first transgender brand ambassador in the country. Her name is Kevin Balot (Miss International Queen 2012) and is now part of the roster of the beautiful faces that represent Pantene Philippines. Also shared her genuine stories of pain and acceptance, adding Balot is a huge milestone for this haircare brand and also signifies that they belong to our modern society.
What only disappoints me is how Pantene Philippines didn’t grab fully the opportunity of featuring this huge milestone. Yes, they featured inclusivity but don’t show emphasis?
Why give more prominence on these mainstream brand ambassadors, and rather just give this moment to celebrate the other part of our society – the transgender. Watching the video clips (from various bloggers uploaded online), I personally felt uncomfortable seeing Ms. Balot quite isolated at the back of these mainstream ambassadors.
I put a little illustration for an easy explanation.
If she is the QUEEN that they always scream, why they didn’t give the front seat to Ms. Balot next to their most high-profile ambassador?
Is this how #StrongerNow campaign is?
In this kind of milestone, I expect Pantene Philippines will give more recognition for Kevin Balot, as the newest brand ambassador.
Or they just included her for the sake of inclusivity?
Enough of just flashing and giving more emphasis to your mainstream ambassadors, coz serious its getting boring and boring, as they have the same faces.... seriously.
We need genuine and valuable stories, featuring new people. NO need on promoting the mainstream idols coz we’ve been seeing them like literally everywhere.
And for once, Pantene Philippines should share continued stories aligned from the campaigns in other countries. After all, they are just under one umbrella, right?
In these two campaigns, Pantene Thailand’s campaign is a huge WIN, and Pantene Philippines is a disappointing loss.
Enough for featuring sad stories, and focus on how they succeed coz that matters most. We don’t need DRAMA, the new generation needs INSPIRATION.
Think outside the box, people.
*****
UPDATE, November 27, 2018 - I got a message from Pantene Philippines PR and shared to my inbox the good news - Ms. Kevin Balot now has her own featured video!
Watch the video, and don't forget to have your hanky with you coz this is kinda tearjerker.
Pantene Philippines is showing its solidarity with the LGBTQ community by releasing an inspiring video that features the story of the first-ever transgender beauty queen and their first-ever transgender ambassador, Kevin Balot.
We are moving forward and I strongly feel this is a brighter future for us!
xo, Blair
I totally agree with you! There is no need for drama and honestly the drama is getting a little boring. It's time to inspire :) n
ReplyDeleteWe all know that "life is full of drama" and it is so tiring on giving focus on those drama, and give petty sympathy just to capture the market. The market needs inspiration and power!
DeleteI was expecting Pantene Philippines did the same thing with Thailand's. But I agree with you, it was a disappointment. They should've given the spotlight to Kevin Balot, the person who has a true inspiring story to share.
ReplyDeleteThey didn't give priority to this big milestone.
DeleteI agree! We should put wonderful life stories of people and how they can inspire others through that instead of just putting an idol’s face just to sell it. In my own opinion, if only brand ambassadors are inspiring people instead of famous ones, we’ll be able to touch the heart of not just the Filipino but the world. That’s even a bigger market and got more sense.
ReplyDeleteThat is true and more sustainable, long term even when the brand ambassador is gone ties with their brand.
DeleteWhoa. It's the first time I've seen this bold movement in advertisement, particularly the Philippines, which is a very conservative country. The trends have indeed changed.
ReplyDeleteYes it is time - but I believe Philippines isn't 100% conservative anymore. Thailand is more conservative - example. Thai people knows the word "respect" in its full 360-term, no matter who you affiliate, your status, your views - because you are human.
DeleteHonestly, I need products to go back and do what they used to do which was selling the products.I don't need a story to buy a product,if it works it works if it doesn't I choose another.
ReplyDeleteWell having various brand campaigns are essential to gain more value to the brand, and also for the consumer. But sometimes yeah, we don't care about what they present - if you like it and can buy it then grab it.
DeleteI love supporting everyone and anyone, there should never be someone over anyone! Haha! Love always wins!
ReplyDeleteIt's a sad truth! Discrimination.. I agree with all the comments here! Wala na akong masabi pa..
ReplyDeleteDiscrimination might be a harsh word to use - I prefer "not giving emphasis". Can't say it's discrimination coz they did make an effort (but not enough, no bang!).
DeleteVery interesting matter that really needs attention and awareness.
ReplyDeleteThank for stopping by!
DeleteI've always loved Pantene products and still have the shampoo/conditioner combo in my shower. I love and respect that they are breaking through so many glass barriers. thank you for sharing this.
ReplyDeleteI agree. Even without this campaign, Pantene is somehow always in my shopping cart and bathroom... I love how it works on my hair.
DeleteIt's unfortunate that such things still happen when this type of event is to 'celebrate' women's stories. :(
ReplyDeleteI agree. They already started it and I wonder why still have like a "soft opening?"
DeleteVery interesting how the two countries approached the campaign. Maybe the Philippines is not as opened as Thailand to transgender people, and the brand is more careful with its actions?
ReplyDeleteYou might be right, however it is a huge opportunity that they missed. Philippines have many gorgeous women including transgender women, and it should be a celebration.
DeleteWow! Such an interesting topic. I do love that they are trying to include everyone.
ReplyDeleteI agree. I think they should include the male transgender, after all they are also part of consuming market :D
DeleteDefinitely don't like any drama either. Diversity is a subject that must be given more attention since it is a prevalent subject nowadays.
ReplyDeleteThat is true! However, when we use a little drama in a right way, it gives an impacted result.
DeleteThis is quite interesting as we should be celebrating diversity in all it's forms. I guess it's always still about what makes your brand more money, with the message second...
ReplyDeleteNo one does what NIKE can do. (*wink)
DeleteIt's a very sensitive topic advertising and minorities. On the one hand it's a product that wants to be sold and earn a lot of money on the other hand it's thematizing an important topic. I think it's actually just a new way of trying to get more attention for product in the end.
ReplyDeleteAdvertising and media have a huge role to start this conversation, that's why it must executed the campaign right. Because without conversation, the topic becomes sensitive, which it shouldn't be.
DeleteNow that is an interesting way to market. They are smart to market to this consumer.
ReplyDeleteThat is true! Thus this kind of campaign also happens in your country?
DeleteWhat an absolutely wonderful thing for them to be doing! I am glad are trying to be all inclusive more.
ReplyDeleteI agree, and hope the PH-part would continue this advocacy.
DeleteI applaud Pantene for adopting a campaign that's more inclusive. I agree that Kevin Balot deserved to be center stage as well but still appreciate that Pantene made an important first step. Hopefully other brands with follow and have the conviction to fully see their decision through.
ReplyDeleteThey need to make the campaign and advocacy consistent, or it will die fast.
DeletePantene is a great product ever. I am using this for many years and Pantene was so amazing!
ReplyDeleteMy Mom is a huge influencer in the family. I've grown Pantene always in our bathroom.
DeleteI don’t really understand having to have certain people included. Just find people that do the job well. I don’t need a story to sell me something just a good product.
ReplyDeleteThis kind of campaign is what you call AWARENESS.
DeleteI know there are so many transgenders in Thailand so it is not surprising to see Pantene is using these people to help them promote. Thanks for sharing the difference between two campaign Philippines vs Thailand and have an insigt view of yours.
ReplyDeleteI am not only a good shopper, I do observe before I shop.
DeleteThis is a really interesting read, thank you!
ReplyDelete"We don’t need DRAMA, the new generation needs INSPIRATION". Indeed! but instead make a wonderful story to inspired other.
ReplyDeleteI agree, and thank you for visiting.
DeleteI love that Pantene promotes their brand while bringing awareness and acceptance to all peoples, transgender and LGBQT. This is really great!
ReplyDeletexoxo
Annie
I agree, there should be no labelling because everyone is beautiful!
DeleteGood to know that the new ambassador is transgender. I am agree with you about the packaging thing nothing new just the outside packaging is changed.
ReplyDeleteHahaha you've noticed that?!
DeleteYes, I love Pantene. I have been using it since high school and it's the only shampoo that helped me prevent falling hair. Can't see myself switching anytime soon.
ReplyDeleteYeah, I like it too makes my hair soft, easy to comb and fresh all day and night.
DeleteOoh I love that pantene has created a new campaign with a transgender model. I always use the conditioner and now innate even more respect for the brand!
ReplyDeleteHigh Five on that!
DeleteIndia just decriminalised homosexuality,giving more acceptance to the LGBT community .I am happy that Pantene supports the cause .
ReplyDeleteI am happy to learn that India is now awake!
DeleteHello, I genuinely enjoyed your blog and the photos. I absolutely love the black skirt with the buttons on the first photo.
ReplyDeleteThank you dear! Photos are not mine, they are from the PR, and I'm not the one in these photos.
DeleteVery interesting matter that really needs attention and awareness.
ReplyDelete. And as a user of Pantene, I am really glad that they are doing it.
I couldn't agree more! There is too much drama nowadays already everywhere, there is no need to put it here as well!
ReplyDeleteMore inspiration, and less drama :D
DeleteI think sharing the stories is so important, but I hope they are doing it to genuinely share the stories and not only for the sake of the sale! (I know that's the whole goal but it shouldn't be the only focus)
ReplyDeleteHahaha I agree on your point. But let's be clear that this isn't a charity. Pantene is a business :D At least they are spreading awareness.
DeleteI've used Pantene products and they have been around a long time for good reason.
ReplyDeleteI agree. Now I wonder who collects the Pantene bottle since its beginning? Because the packaging keeps on changing!
DeleteNot everyone gets it perfectly. I do think good efforts were made by everyone though!
ReplyDeleteConsistency is the key.
DeleteI think they just wanted to cover all demographic.. Representation is enough though..... After all men got long hair too but we're not complaining.....
ReplyDeleteOn that point, now I wonder Why they didn't include real men with long hair!
DeleteWell I'm glad that the campaign in Thailand turned out the way it did. However I do agree that it would have been great to do the same in the Philippines.
ReplyDeletePhilippines is a country that is SHY is many ways and can't admit fully it exists.
DeleteThis post is so interesting! I literally had no idea about any of this going on at all! Wow, I didn't know that Pantene was supporting the LGBT community like this overseas. Well done!
ReplyDeleteThank you for appreciating!
DeleteWhat an amazing campaign! Pantene sure gained me as a customer today.
ReplyDeleteHigh five on that!
DeleteWhile I get that brands are trying to be inclusive and connect with their audience, sometimes it falls flat. There should be a reason or purpose and not just doing so to be PC.
ReplyDeleteYou got a point. It is pointless is you do it just because you find it "on trend".
DeleteWhat's important is if the product works, not really what social agenda the product wants to sell. All people deserve to be treated fairly, so bravo for bringing awareness.
ReplyDeleteThanks for appreciating these campaigns.
DeleteIt is another milestone in the industry to have the first trans in their line up. Maybe, we could give them some more time to completely embrace this change.
ReplyDeleteTime easily dies. They need to be consistent.
DeleteThis make me really sad that why Pantene Philippines shows this difference? Exactly WE - the new generation need inspiration. Say no to drama.
ReplyDeleteMore inspiring stories with less drama. I look forward for more of this kind of campaigns.
DeleteI didn't realize that Pantene was out there doing outreach to the transgender community. That is cool that they are doing such outreach.
ReplyDeleteI agree. Does US also do this kind of campaign?
DeleteWhat a beautiful video talking about us all being a part of the same human race. We all have feelings and value. Thank you for sharing your story. Love always wins!
ReplyDeleteThank you and more love!
DeleteWonderful post emphasizing on important issue along with significant event.
ReplyDeleteThank you Indra.
DeleteIt's great to see all stories. As a society we should be accepting enough that this is mainstream.
ReplyDeleteIf we continuously talk about this subject, it will become mainstream.
DeleteGreat observation! I wonder how she felt while she was sitting at the back. Anyway, the Philippine advertisement is slowly changing. It's great that they are now open to different genders despite the large population of bigots.
ReplyDeleteIf I am the brand manager, I should have place Anne Curtis in the back. After all, she is already a mainstream - no need for further highlights.
DeleteI love pantene. Its such a great product ever. I love its smell and it makes my hair soft and healthier.
ReplyDeleteI agree. This is one of the good haircare product.
DeleteI love this the last part: We don’t need DRAMA, the new generation needs INSPIRATION.This such an inspiration.
ReplyDeleteThank you Mean!
DeleteI've loved the way pantene always works the best for me. It is always in my list of products when I go for shopping.
ReplyDeleteThey already got one of the chuck-size of the market.
DeleteI love it when a brand campaigns like this and shows it can be versatile. It makes me want to support that brand and back it! Great post.
ReplyDeleteWow great to know this, also my country India is showing support!
ReplyDeleteYeah, I saw their campaign for India and it was awesome!
DeleteI learned a lot from this post. I didn't know that there was so much going on with Pantene and its advertising campaigns in other countries. Very insightful!
ReplyDeleteThanks for visiting! Getting involved in the community adds strong value to the brand.
DeleteI must say that advertising normally hits the emotional branding and also inspirational stories. Drama may be there but hopefully much lesser and emphasize the empowerment
ReplyDeleteI agree with you Anosa.
DeleteNice info this article. It seems to be superficial but along the way it's a real change on cultures. Thanks
ReplyDeleteBen - www.nutrition-newage.com
There isn't no superficial here, IMHO. This is the reality.
DeleteI just noticed that Thailand has been producing great ads. I mean meaningful ones. Not the bland songs and jingles we have here in the PH
ReplyDeleteBecause in Thailand, there is a strict government agency who regulates their ads. Ads must incorporate Thai-ness good values.
DeleteGreat topic every one should look into this. Helping people is always great.
ReplyDeleteThank you for visiting!
DeleteSuch an important message I love this!
ReplyDeleteHigh five for you!
DeleteI loved reading about the positive recognition gender equality is receiving. Thank you for letting us all know about this important story.
ReplyDeleteYou're welcome and thank you for appreciating.
DeleteWow, that's sad. I agree, they could've taken the opportunity to highlight other women! Oh well.
ReplyDeleteOh maybe they will do it next time.
Delete