CINCINNATI--(BUSINESS WIRE)--
(NYSE: PG) – 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 categorized as masculine and
aggressive. Pantene believes in quite the opposite; that a woman's power
and beauty comes from her strength.
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Pantene's new Brand Ambassador Ronda Rousey behind-the-scenes at her Pantene advertising shoot. (Photo: Business Wire)
To continue to inspire women, Pantene 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 honored that Pantene asked me to be part of their new
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.
Share this
video on your social channels using #StrongIsBeautiful and tagging
@Pantene to help spread the message that strong is always beautiful,
or visit the links below to watch Ronda in action.
For more information, visit www.Pantene.com,
and to see upcoming exclusive content of Rousey, follow Pantene on
Instagram at https://instagram.com/pantene
and Twitter at http://twitter.com/Pantene,
become a fan on Facebook at http://www.facebook.com/PanteneNA
and subscribe on YouTube www.youtube.com/Pantene.
ABOUT PANTENE PRO-V®:
Pantene Pro-V, the world's #1 hair care brand, includes 18 collections
to help provide women with their most beautiful, healthy hair. The
current Pantene Pro-V offerings include: Breakage Defense, Beautiful
Lengths, Classic Clean, Color Revival, Curl Perfection, Damage Detox,
Daily Moisture Renewal, Full & Strong, Ice Shine, Nature Fusion, Repair
& Protect, Smooth & Sleek, Pro-V Style Series, Sheer Volume, Truly
Natural, Truly Relaxed, and Ultimate 10. Pantene Expert offerings
include: AgeDefy, Intense Colorcare, Intense Hydration, Intense Repair
and Intense Smooth. Powered by 70 years of experience, 200 scientists
and partnerships with 11 leading independent hair doctors from around
the world, Pantene's Pro-V Formula works inside and out for beautiful
hair rooted in true, lasting health.
ABOUT RONDA ROUSEY:
Ronda Rousey is the Ultimate Fighting Championship's (UFC)
longest-running bantamweight champion and the first U.S. woman to win an
Olympic medal in Judo. Arguably the most dominant athlete in UFC
history, Rousey is responsible for the inclusion of women in the
Octagon. She has also taken Hollywood by storm with her signature force,
landing roles in Entourage, Furious 7 and Expendables 3.
Her New York Times bestselling book, My Fight/Your Fight
charts her difficult path to glory. Marked by her signature charm,
barbed wit, and undeniable power, Rousey's account of the toughest fight
of her life – in and outside the Octagon – reveals the painful loss of
her father when she was eight years old, the intensity of her judo
training, her battles with love, her meteoric rise to fame, the secret
behind her long-undefeated UFC record and what it takes to become the
toughest woman on Earth. The book is currently being developed as a
feature film by Paramount Pictures. Rousey was the first woman to sign
with the UFC, the world's largest mixed martial arts organization.
Designated Bantamweight Champion, she successfully defended her belt in
the inaugural UFC women's bout in February 2012, and seven more times
through August 2015. Rousey will return to the Octagon on December 30th
to face Amanda Nunes and fight to reclaim the women's bantamweight title
in UFC 207.
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 http://www.pg.com
for the latest news and information about P&G and its brands.
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