Why Pantene Japan’s New #PrideHair Campaign Featuring Trans Models is Awesome

Source: Gaijin Pot
Pantene Japan's #PrideHair Campaign features trans models

It’s no secret that job hunting in Japan is ridiculously difficult. Everything about the process is set in stone, from the hairstyle and suit you wear to an interview to how many times you knock on the door before entering the interview room (hint: it’s twice).

With such a strict set of rules, how do people who identify as a different gender than they were born as—or maybe no particular gender at all—fit in? According to a recent online survey by Pantene, the answer seems to be simply: they don’t. At least, not yet.

There is little room for job seekers to express their identities outside the heteronormative gender binary.

Pantene Japan’s latest campaign, appropriately titled #PrideHair, attacks this issue head-on. In a society where women’s hairstyles and apparel for job interviews is defined down to how many centimeters tall their heels should be, there is little room for job seekers to express their identities outside the heteronormative gender binary.

#PrideHair is a multi-channel promotional campaign launched on Sept. 30 that features transgender models on billboards in Shibuya and Shinjuku Stations. Interviews with members of the LGBTQ+ community and a survey on Pantene’s website detail the struggles they faced job hunting in Japan.

新宿駅と渋谷駅で見かけたら教えてください…🥺#HairWeGo #PrideHair pic.twitter.com/XCGEZe8qbY

— サリー楓 / Sari KAEDE (@sari_kaede) October 1, 2020

76% of LGBTQ+ job seekers in Japan keep their sexual identity a secret

In Pantene’s press release published on Sept. 30 where they announced the campaign, they revealed the results of their online survey. It showed that 76% of people who identify as LGBTQ+ and have experience job hunting in Japan have kept their sexual identity secret from the companies where they applied. The most common reason cited was that …continue reading