In 2017, Pantene proudly launched its first product line designed for Black hair by Black scientists . But there was a problem. Black consumers had come to view Pantene as a white brand that didn't serve the unique needs of Black hair. Because she felt invisible to the brand, these new products were invisible to her.
The Gold Series Tour aimed to make Black beauty more visible, but what resulted was so much more.
The multi-city tour popped up in cities with thriving Black cultures and treated visitors to relaxing lounge areas with free samples, music by local DJs, a mobile salon and style demos by celebrity stylist Chuck Amos.
At each stop, the brand shared their story with Black women. Unexpectedly, many women began to share touching and inspiring hair stories in return. At the tour's conclusion, Black women across the country were showing support for the launch of Pantene Gold Series. Because, at last, she felt seen... and heard.
