Pantene campaigns implores female Japanese job hunters to break strict hair traditions

Pantene Japan has launched a campaign that encourages hair freedom for female job hunters in the country.

The #HairWeGo: My Hair Moves Me Forward campaign aims to help corporate HR professionals and job seekers to wear whatever hairstyle they like.

Created with Grey Tokyo, Pantene looks at how women are often pressured into conforming to wearing their hair pulled back into a tight ponytail, signalling the symbol of uniformity.

A continuation of parent company Procter & Gamble’s #morefreedominjobhunting campaign last year, the project is born from research that showed women desired more freedom in job hunting hairstyles.

Yoshiaki Okura, Associate Brand Director, P&G APAC Focus Market, Hair Care said, “Pantene has launched another movement with a wider framework in 2019, including not only job seekers but corporate HR professionals. Through this project, we sincerely hope that the individuality of each job seeker can be well-respected, bringing forward a positive engagement in job hunting.”

The campaign features real workers from companies supporting the movement, and shows a wide range of hair styles.

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