Pantene’s Ad Poignantly Tells Story Of Transgender People’s Lives In Japan
Image via Pantene Japan
Pantene Japan’s new commercial starring two transgender individuals has been making the rounds on the internet.
The ad, titled #PrideHair, dives into the lives’ of these individuals and the difficulties they have faced—specifically in employment—after becoming transgender in modern-day Japan.
The campaign was launched after a study that revealed over 70-percent of Japanese LGBTQ+ individuals have struggled to find a job due to their gender identities.
The trans people featured also relate how hair has reflected their identities, with one of them stating that cutting it short “would be like cutting off the pride” she has built for herself.
The participants mention that they fear the “discrimination and prejudice” in the workplace and the “uncertainty to present one’s self” in an interview.
To find a job in Japan, applicants would need to reveal their gender and adhere to a specific dress code based on society’s expectations of men and women. Job applications do not include other options besides male and female, which makes it hard for non-binary applicants and trans individuals to file their paperwork.
During the interview process, companies are also capable of dismissing applicants if they fail to conform to dress codes expected of their listed genders.
The commercial has garnered positive reviews from many social media users, with one user writing, “It’s time we enter a new era.” The ad is part of a campaign supporting LGBTQ+ individuals that has been ongoing since September 2020.
[via Sora News 24, cover image via Pantene Japan]
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