Pantene Releases Ad That Champions Transgenderism for Minors
By Movieguide® Staff
Pantene, the popular hair care company, received backlash on social media due to a recent commercial for their Pantene Pro-V.
The video features a young boy, Sawyer, who has transitioned to become a transgender girl. Sawyer’s lesbian mothers are also featured in the video.
“Hair is a large part of our identity. And for LGBTQ+ youth like Sawyer, who choose to express themselves, their style, & their creativity through their hair style, it can help them feel seen,” Pantene Pro-V captioned the video.
“I remember the first time she was out in the community wearing the clothing she wanted, and her hair, and she kind of was herself. And that was the first day where I saw her,” Ashley, one of Sawyer’s mothers says in the video. “She has always been super gender creative and hair has been a big part of her transition. Once she told us that identified as a girl, she immediately wanted to grow her hair out.”
Sawyer added: “It made me feel good and confident and made my insides match my outsides.”
Hair is a large part of our identity. And for LGBTQ+ youth like Sawyer, who choose to express themselves, their style, & their creativity through their hair style, it can help them feel seen.
— Pantene Pro-V (@Pantene) March 15, 2021
The backlash to the video was immediate.
“I’m not sure what you are advertising here, I just want something to wash my hair with, not a bloody lesson,” one user said.
Another added: “Very easy boycott. Thanks for the heads up.”
Others took a more aggressive approach in their response to the video and called out the family dynamic.
One user said: “Children shouldn’t be made into social experiments to compliment their parents ideology.”
Another added: “This is absolutely ludicrous. Set aside different views on transgender, this mother in the clip says the first time she really ‘saw’ the child was when they dressed like a girl implying the mother never really “saw” the child until they dressed/behaved how the mother wanted.”
Despite the criticisms, Pantene doubled down on the ad.
“Transphobia has no place in our world or on our feed,” Pantene wrote. “In response to the bullying & harassment directed at those featured in the video of our last post: We stand with this #BeautifulLGBTQ family & the entire community.”
Transphobia has no place in our world or on our feed. 🏳️⚧️
In response to the bullying & harassment directed at those featured in the video of our last post: We stand with this #BeautifuLGBTQ family & the entire community 🌈💖
— Pantene Pro-V (@Pantene) March 19, 2021
“It has been a tough year, full of many important issues, but it has also been a year where family and connection is more important than ever. That’s why we felt it was so important to drive awareness, education and positive change around family equality for all,” a Pantene spokesperson told Yahoo! Life.
Matt Walsh, a contributor to The Daily Wire, condemned the ad and called Sawyer’s parents “abusive.”
“That kid should be removed from the home and those parents should be in prison,” Walsh said via Facebook. “This is among the worst forms of abuse that you could possibly inflict on a child.”
“This is physiological and sexual abuse on such a deep level,” Walsh continued. “You are warping everything about them, their sense of themselves, you are warping.”