Procter & Gamble said in a statement in today’s world, where a lot of conversations are happening online, harsh comments often outnumber and outshine the kind ones.
“Together with Chopra, we want to encourage others to take a gentler approach in the sometimes-difficult world we all live in,” said Ilaria Resta, vice president of Hair Care for North America at Procter & Gamble. “It’s a leadership style I try to bring to our team – strong leadership, through a more gentle and empowering approach. It’s an ethos we want to bring to life with Pantene, and to life with consumers.”
To demonstrate the impact a positive voice can have versus a negative one, Pantene created a new video highlighting Chopra’s reactions to actual social media comments about her – both negative and positive. The shampoo brand hopes to inspire women to use their inner strength to #GoGentle in the face of adverse interactions and encourage each other to rise above, and build others up.
“The internet is one example of a place where people look for inspiration or encouragement, it shouldn’t be a place where being put down is the norm,” said Chopra. “I’m proud to partner with Pantene on the #GoGentle message and demonstrate to people that kindness takes more strength than anger or harshness. I’m honoured to be working with a brand like Pantene that is recognising this.”
Pantene said it is emboldening consumers to be kind in the face of negativity and help spread the message to #GoGentle in challenging situations. In addition to sharing the video of Chopra, it is equipping women with GIFs of her memes and emojis to encourage a #GoGentle response during difficult interactions online.
Pantene said what is true for life is true for hair, which is why the shampoo brand developed innovative products to take the harshness out of washing hair. The new Pantene Pro-V Micellar Collection gently transforms fragile hair into strong strands, demonstrating there is more strength in being gentle than harsh with hair and beyond.