Saturday, September 15, 2018

Pantene Philippines campaign for Filipinas to become #StrongerNow movement

There is no denying that Filipinas are strong and beautiful women
but what does it really take to become one?
Pantene Philippines all star line up of brand ambassadors celebrating their #StrongerNow selves today Anna Cay, Chi Gibbs, Gabs Gibbs, Alodia Gosiengfiao, Jasmine Curtis-Smith, Anne Curtis-Smith, Gabbi Garcia, Joyce Pring, Kevin Balot, Stacy Gutierrez, Say Tioco and Dennise Lazaro



As a brand that has always worked to make women feel confident about their own version of beauty, Pantene Philippines started the #StrongerNow movement, recognizing that scars are not meant to be hidden—that they are to be worn with pride, especially that they are signs that a woman is braver, more beautiful, and stronger now because of the struggles she overcame. This campaign aims to inspire Filipinas to celebrate every scar, every sweat, every struggle that made them the kind of strong they are now.

Anne Curtis-Smith
CRITICIZED THEN, ON TOP OF HER GAME NOW
“It was a slow climb to achieve my dream, but with patience and willingness to learn and speak Tagalog fluently, networks, directors, and producers took notice that I was improving in my craft. From then on, I have never stopped working, and now… I am ANNEstoppable.”

We have seen Anne Curtis-Smith grow from a TV sweetheart to a daring movie star with the roles she has taken over the years—she has showcased her excellent entertaining skills through her sold-out concerts, too. What is not familiar to us, however, is the road she paved to break into the showbiz
industry. She started as a foreign-looking little girl who could barely speak any Filipino, making it a struggle for her to land crucial speaking roles. There have been times before she skyrocketed to stardom, when she would struggle to lock in a project, making it seem like leaving Australia was not such a good idea after all. Still, Anne continued to clock in hours and fight for what she was passionate about—performing.


The stories of struggles and success of Anne and Gabbi, as well as of every Filipina out there, run parallel to the benefit that Pantene Pro-Vitamin shampoo and 3 Minute Miracle conditioner give to women. You are stronger after every struggle, just like how your hair is made stronger with every
wash.
The new Pantene Pro-Vitamin shampoo and 3 Minute Miracle conditioner are designed to put in more nutrients with every wash, strengthening hair with resilience to take on daily hair stress. Through the patented Gel Network Technology, your hair is replenished with essential nutrients—anti-oxidants, emollients, and Pro-Vitamins—by melting lipids into the fibers.


With the first-ever Pro-Vitamin shampoo by Pantene, you get miraculous results that make your hair noticeably stronger and smoother with every wash. It gives better lather with its ultra-fine lather technology with small bubbles, which means that you are able to reach deeper spots when you shampoo your hair. You can also experience magical detangling through its water-activated cushion, which provides a clean veil of protection that enables smooth detangling and less hair breakage—no more tangles and hair fall while in the shower! Lastly, it strengthens your hair for you to have less hair fall. It carries fatty alcohol that penetrates into hair strands, nourishing your hair with lipids that improve suppleness and makes it more manageable.


The new Pantene Pro-Vitamin shampoo and 3 Minute Miracle comes in the following variants: Hair Fall Control, Total Damage Care, Silky Smooth Care, and Color Protect. Each 170ml Pro-Vitamin shampoo retails for PHP109 and 150ml 3 Minute Miracle for PHP149.

Filipinas live in a tiis-ganda culture where they go through lengths of unimaginable pain to look beautiful. Any sign of imperfection is tucked away, concealed. A scar is covered with makeup, a struggle is hidden with a smile when it should be embraced as a mark of triumph.


Gabbi Garcia
SHY GIRL THEN, GLOBAL ENDORSER NOW
“I was so insecure with all the other girls, but I tried to hide that. Although it eventually came to a point where I started to question my worth. Am I worth other people’s time and attention?”

Gabbi Garcia is another woman the country has fallen in love with, especially for breaking through beauty standards with her morena skin that she now wears so proudly, encouraging more Filipinas to do the same. But all this confidence she has now actually started from a deep sense of insecurity, having to get through criticisms for being too “regular-looking.” She would receive negative comments so often because she did not fit people’s idea of what an actress should be. She let go of her doubts as she learned to find strength in herself and in others, working towards inspiring the people that look up to her that regardless of your looks and what others think, it is important to stay true to yourself.


Kevin Balot
UNWELCOMED THEN CELEBRATED NOW

She is now part of the roster of the beautiful faces that represent Pantene Philippines, and she is the first-ever transgender Filipina to do so. While Kevin Balot is a name that you will not expect to associate with a hair care brand, all the more you would not think that it is a name to enter into a beauty pageant. You would be in awe of the story of her journey to winning Miss International Queen 2012, also being the first transgender Filipina to garner the crown. As the only boy in the family, Kevin grew up with expectations from her father that she would turn out to be an engineer, but she had other plans for herself. She worked several jobs and joined beauty pageants to put herself through nursing school until Miss International Queen 2012 happened, and the rest was history. Now, she tirelessly works to continue to expand the knowledge of Filipinos about the most underrepresented segment of the LGBT, and advocacy she lives by. She has come out triumphant from her struggles and actually had a crown on her head for it, and now, she serves her cause to empower more women like her.



Danak and Stacey Gutierrez
INSECURE THEN SELF-LOVING NOW

The women behind Plump.ph and twin sisters, Danah and Stacey Gutierrez, were not always the body-positive figures we have grown to admire. They, too, had fought their own battles with body shaming, eating disorders, and insecurities that never seem to end. Since winning over their struggles,
they are among the first women to spearhead the body positivity movement in the Philippines with their blog that they started in 2009. Plump.ph aims to challenge the society’s stereotypes on body image by promoting the idea that beauty comes in all shapes and sizes.


Pantene Philippines’ all-star lineup of brand ambassadors also share the stories that made them stronger now. Anna Cay went from vlogger then to app maker now; Alodia Gosiengfiao, hobbyist then to gaming idol now; Chi Gibbs from apprentice then to self-made boss now; Gabs Gibbs from multi-media student then to multi-faceted artist now; Dennise Lazaro from beginner then to national athlete now; Jasmine Curtis-Smith from new comer then to award-winning now; Joyce Pring from student VJ then to certified host now; Say Tioco from self-doubting then to trendsetter now; Kevin Balot from unwelcome then to celebrated now; and Danah and Stacey Gutierrez, insecure then to self-loving now.


#StrongerNow is a collection of stories of struggles and triumphs of Filipinas in all walks of life—from the celebrities we have grown to love to the everyday women we see on our daily commute. It tells stories of real Filipinas whose strength and resilience further let their inner beauty shine. With this campaign, Pantene Philippines also launches the new Pantene Pro-Vitamin series, which features the first-ever vitamin shampoo. It is the answer to the problem of hair breakage due to washing daily. The Pantene Pro-Vitamin series strengthens hair against breakage with every wash, much like the women it supports—stronger with every damage.


The stories of struggles and success of Anne and Gabbi, as well as of every Filipina out there, run parallel to the benefit that Pantene Pro-Vitamin shampoo and 3 Minute Miracle conditioner give to women. You are stronger after every struggle, just like how your hair is made stronger with every
wash.

As a brand that has always worked to make women feel confident about their own version of beauty, Pantene Philippines started the #StrongerNow movement, recognizing that scars are not meant to be hidden—that they are to be worn with pride, especially that they are signs that a woman is braver, more beautiful, and stronger now because of the struggles she overcame. This campaign aims to inspire Filipinas to celebrate every scar, every sweat, every struggle that made them the kind of strong they are now.



About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®,SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit www.pg.com for the latest news and information about P&G and its brands.




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