The push in rooted in research indicating that quality time spent with fathers helps raise daughters who are more self-reliant and confident
Pantene is leveraging its Strong is Beautiful campaign to celebrate the next generation of women and build an impact around self-confidence. The exercise in rooted in research indicating that quality time spent with fathers is critical to raising daughters who are more self-reliant and successful both in school and their careers.
For the push, the haircare juggernaut teamed up with three NFL dads namely Benjamin Watson (New Orleans Saints), DeAngelo Williams (Pittsburgh Steelers), and Jason Witten (Dallas Cowboys). The partnership aims to offer dads the tools to achieve the above, ultimately fostering strength in young girls.
Supporting the effort, the brand will release a series of four how-to videos and a 30-second ensemble commercial which captures each athlete styling his daughter’s hair. The dad-dos include featured include the Curtain Call, Who Dad-Do, and finally, the Daddy and Angel Bug’s Magnificent Pigtails.
“We hope our new series of how-to videos shows dads how easy and fun it can be to spend quality time with their daughters by doing their hair. The quality time spent with their daughters now will foster the next generation of strong and beautiful women,” said Jodi Allen, VP of P&G Hair Care & Color for North America.