Clara Amfo aims to raise awareness on the importance of afro hair discrimination through the partnership
Clara Amfo joins Pantene’s other ambassadors Katie Piper and Lucy Edwards
Award-winning British radio broadcaster, podcaster and TV presenter Clara Amfo has teamed up with hair care brand Pantene as its newest ambassador.
Amfo joins the Procter & Gamble-owned business as part of its Gold Series hair styling collection.
The range of shampoos, conditioners and hair masks originally launched in 2018, and was co-created by a team of Black scientists to cater to the moisturising and conditioning needs of Afro hair.
Amfo hopes to raise awareness and inform people on the importance of afro hair discrimination through the partnership.
Education initiatives which celebrate and increase the positive representation of afro hair are also key areas of focus for the BBC Radio 1 star.
“There is an infinite power in being able to see yourself reflected positively in the world that truly lasts a lifetime,” said Amfo.
“I’m deeply honoured to work with Pantene Gold Series and the wider ambassador team to help empower people to love their afro hair and drive awareness of its diversity and beauty.”
At least 93% of Black people with afro hair in the UK have experienced microaggressions related to their hair, Pantene said.
Amfo said her first role will be to support the brand’s ‘Power of Hair’ schools programme, which aims to inspire students partaking in creative workshops to feel confident in their hair.
The programme has been developed in partnership with non-profit, creative education organisation, Ideas Foundation.
“However much hair you have and however you choose to style it, the power of hair and a good hair day has an enormous impact on our identity, confidence, and self-esteem – regardless of age, race, class, sexuality or gender,” added Amfo.
Amfo joins Pantene’s other ambassadors Katie Piper, an English writer, activist and TV presenter, and Lucy Edwards, a UK-based blind broadcaster and content creator.
“Our partnership with Clara Amfo is an incredibly exciting next step – not just for Pantene. Clara’s vocal advocacy, amazing hair, and passion for what we stand for here at Pantene made this collaboration a no-brainer,” a Pantene spokesperson said.
“Together, we aim to increase the positive representation of afro hair, and celebrate the unique textures and beauty that they bring and empower hair confidence in the next generation via the launch of our Power of Hair schools programme.”