Pantene is partnering with charity Dresscode Project to educate salon owners about the LGBT+ community
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Nearly all trans people have been misgendered during a salon visit, a new study has found.
Pantene polled 200 people who identified as transgender or non-binary about their experiences at hair salons, and discovered that 93% had been addressed as the wrong gender.
Almost one third (29%) of reported feeling stressed every time they visit a hair salon and almost a 24% feel anxious about it.
With this in mind, the P&G-owned brand has partnered with awareness group Dresscode Project to educate stylists about the importance of supporting their LGBTQ+ clients, as well as creating spaces for transgender and on-binary peole to feel comfortable.
It is working with the charity to create a platform for customers to find trained salons in their area.
Pantene is also donating 5p to the Dresscode Project for each Pantene product purchased at Superdrug stores or on superdrug.com until 3 December.
The initiative is part of P&G’s strategy to develop its purpose-led marketing.
Last month, P&G removed removed the Venus symbol on the packaging of its Always menstrual pads in order to be inclusive of trans and non-binary consumers.
In June, the conglomerated unveiled a short film ‘The Look’ to highlight the daily struggles of a black man in the US.