New shampoo ad tells the heartwarming story of trans girl raised by lesbian moms
Sawyer and her moms in the Pantene commercialPhoto: Screenshot/Pantene
A new ad for Pantene shampoo shows two lesbian moms, Ashley and Ellie, raising a transgender girl, Sawyer.
In the ad, the girl and her moms explain that hair is an important part of how Sawyer is seen by the world.
Related: 10 LGBTQ ads from 2018 that sold everything from potatoes to shampoo
“She has always been super gender creative, and hair has been a big part of her transition,” said Ashley in the ad. “Once she told us that she identified as a girl, she immediately wanted to grow her hair out.”
“It made me feel good and confident and it made my insides match my outsides,” said Sawyer.
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.
Catch up with Sawyer and her mom Ashley & see how this family is #BeautifulLGBTQ ?? pic.twitter.com/GVjndXTqVN
— Pantene Pro-V (@Pantene) March 15, 2021
Pantene has worked with LGBTQ people and themes in ads before. In 2018, a Pantene ad in the Philippines told the story of Kevin Balot, a transgender woman.
And last year, drag queen Nina West appeared in an ad as a model.