Pantene’s Moving “Going Home for the Holidays” Campaign Continued Its Commitment To The LGBTQ+ Community.

Pantene – Coming Home Should Be Beautiful Campaign

According to the Travel Channel, 137 million Americans traveled home this past holiday season. But according to Kantar – a leading consulting group, 44% of LGBTQ+ people feel they can’t come home during the holidays or any time for that matter out of fear that their identity won’t be accepted, including hair, makeup, and wardrobe.

As strong allies are essential to the well-being of members of the LGBTQ+ community, it’s especially crucial to identify who has our backs – not just during Pride Month, thoughtlessly slapping rainbows on everything, but all year round. Pantene is one of those brands we can trust, as proven by a moving project collaboration they unveiled during the winter holiday season.


While every LGBTQ+ person has their own unique story about going home for the holidays, everyone is seeking the same thing – to be surrounded by people who love and accept them. To help amplify their stories of transformation, Pantene, GLAAD, and the Trans Chorus of Los Angeles created the Going Home For The Holidays video series to raise awareness of the tensions and challenges LGBTQ+ community members can face. Pantene wanted to celebrate & encourage individuals to be proud of who they are – whenever, wherever, and however, they come home.

Ilaria Resta, Vice President, North America Hair Care, Procter & Gamble (Pantene’s parent company) shared a few words about their efforts in promoting visibility and inclusion,

“Inclusion is at the heart of Pantene’s mission to celebrate the beauty of all transformations and of all people,” said Ilaria Resta, Vice President, North America Hair Care, Procter & Gamble. “Hearing these LGBTQ individuals speak about the trials and triumphs of going home for the holidays – as well as their irrepressible desire to be their true selves – will inspire others in the community and remind us all what true beauty is about.”


Pantene’s “Going Home for the Holidays” campaign builds upon the brand’s “Don’t Hate Me Because I’m Beautiful” Campaign, launched during Pride Month 2019. The “Going Home for the Holidays” video vignettes feature powerful stories of four members of the Trans Chorus of Los Angeles. One video, in particular, features Crystal as she shares how she decides to change her appearance in terms of clothing, makeup, and hair with family members when she goes home. “To be able to express myself openly, and genuinely – it’s freeing,” she said. “I could finally look in the mirror and say, ‘that’s me.'”

In case you don’t know of GLAAD, it remains a leading dynamic media force that advocates and serves to create a positive representation of LGBTQ people in the media. The organization is one of unwavering integrity that honors and celebrates our heroes and brave allies every year through various GLAAD Media Awards celebrations. Last Instinct Magazine was proudly on the red carpet to meet honorees, including the remarkable cast of Pose and the ‘Material Girl’ herself –Madonna, recipient of the prestigious Advocate for Change Award.

NEW YORK, NEW YORK – MAY 04: Madonna speaks onstage during the 30th Annual GLAAD Media Awards New York at New York Hilton Midtown on May 04, 2019 in New York City. (Photo by Bryan Bedder/Getty Images for GLAAD)

Whether it’s going home for the holidays or anytime throughout the year, thank you to Pantene & GLAAD for giving us the tools and support to exude our unique, individual beauty all year round. Share the love: #BEAUTIFULGBTQ

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