Throughout history – and now more than ever before – strong women, through actions and words, and often against formidable odds, have established inroads in shifting cultural and societal norms. Yet strong, successful women still make people uncomfortable. As they break down gender barriers and push past the comfort zones of how women are expected to act, speak and look, they're categorised as masculine and aggressive. Pantene believes in quite the opposite; that a woman's power and beauty comes from her strength.
To continue to inspire women, Pantene North America is now partnering with one of the toughest women in the world, Ronda Rousey, mixed martial artist (MMA), judoka, actress and bestselling author.
Together, Pantene and Rousey will prove that strong is what beautiful women are made of, because strong is always beautiful.
'I'm fully aware that I might not be the first person people think of to collaborate with a beauty brand," said Rousey. 'I've been called -Miss Man' and -savage' because of my physique, but to me, strength isn't only about having muscles. It's about having heart and finding inner confidence, so I'm honoured that Pantene asked me to be part of their new global campaign that encourages women to break gender barriers, break the glass ceiling and never settle."
'We're proud to announce Ronda Rousey as the newest member of the Pantene family," says Jodi Allen, Vice President of Hair Care for North America at Procter & Gamble. 'Ronda is the future of strong women everywhere – women rising above society's expectations and proving once and for all that strong is always beautiful."
The new campaign features Rousey articulating the phrase 'Don't Hate Me Because I'm Strong" – a play on words from Pantene's iconic 'Don't Hate Me Because I'm Beautiful" campaign from the 1980s – to highlight the step-change that a woman's power comes from her strength, not her beauty. In its newest chapter of the -Strong Is Beautiful' story, Rousey will appear in TV, digital and print advertising, public relations and social media, and will join other Pantene Ambassadors who are FUELING their hair with Pantene.
Pantene is continuing to empower women around the world not only at the forefront of its campaigns with its long line of strong women whom the brand has partnered with throughout the years, including current Brand Ambassadors Selena Gomez and Jillian Hervey, but also behind-the-scenes with its female-dominated team, from a female director to a female editor, and led by a female brand team.
Help spread the message that strong is always beautiful by sharing the below video, using #StrongIsBeautiful and tagging @panteneanz.
For more information, visit www.pantene.com.au, and to see upcoming exclusive content of Rousey, follow Pantene on Instagram at https://www.instagram.com/panteneanz/, become a fan on Facebook at https://www.facebook.com/PanteneANZ/ and subscribe on YouTube https://www.youtube.com/user/PanteneANZ.