Procter & Gamble has announced trans rights activist Paris Lees as the latest ambassador for its Pantene brand.
The transgender activist is expected to work with the company on creating greater visibility for trans people in mainstream society, with a focus on trans teens.
Talking about her role, Lees said, “Being able to turn on
the television, being able to look in a magazine, look online and see that
there are brands celebrating people from [the trans] community . . . it’s like
the middle ground has shifted.
“I never actually thought that trans people would be celebrated. I thought that we could maybe reduce the stigma, but I didn’t realise that it would become aspirational, that we’d be winning awards and appearing on the cover of magazines and being in advertising.”
It is the latest inspirational marketing campaign for the company, which is renowned for apportioning a huge budget for social good.