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lbbonline | May 02, 2019

LITTLE BLACK BOOK: How Pantene Is Taking Gender Bias Out of Search

Grey West launches S.H.E., a browser extension that filters and repositions search results to yield more accurate representations

Society has taught search engines to become biased. A search for ‘greatest painters’ or ‘greatest engineers’ reveals a long list of men. Results for words like ‘school girl’ are heavily sexualised. And even search results for ‘great hair’ are biased.

That’s why Pantene is launching S.H.E., Search Human Equalizer, created by Grey West. It is a browser extension that operates on the backend of search engines, transforming the way we search by removing the bias. 

Read the full article from Little Black Book, here.