P&G-owned brand Pantene is tackling cultural stereotypes and unfair representation with a new search tool, S.H.E.
S.H.E. stands for Search. Human. Equalizer. and works to produce less biased search results, to give female achievers more visibility online.
The new initiative is part of Pantene’s new Power to Transform campaign, which also recognises and celebrates inspirational women.
“As a leading brand for women, we see the accomplishments and transformations women achieve daily, but the reality is, in some ways female-led transformations are not visible,” said Ilaria Resta, P&G’s VP for Hair Care North America.
“Some of the most accomplished women aren’t even visible in something we do over 3.5 billion times per day [...] that’s exactly why we created S.H.E.”
To date, S.H.E. transforms over 150 of the most problematic search terms based on volume and relevance.
Users can grow the tool’s capabilities by submitting additional search terms to its site and is available via Chrome.
