Situation: Mexican society, though diverse, is often constrained by traditional norms that limit authentic self-expression, particularly for the LGBTQ+ community. Pantene sees hair as central to identity and confidence, and sought to challenge these biases.

Ask: For Pride Month, Pantene aimed to give visibility to individuals who defy societal norms, celebrate their authentic identity through hair, and advance a message of acceptance.

Insight: Mexico’s LGBTQ movements are less than 50 years old, yet the Zapotec Muxe community has lived as a third gender for more than 500 years. Their story remains largely untold.

Strategy: Hair is more than appearance; it is a vessel for identity. By celebrating the Muxe community, we honor a tradition in which braided hair, adorned with flowers and ribbons, becomes a living archive of strength, resistance, and self-expression. Muxe braids stand as symbols of pride and resistance. Each braid holds a story, reminding us there is no single way to express gender identity.

Creative: TrenzasDeOrgullo