A Quinceañera Dream Comes True
In Latin American culture, quinceañeras are symbolic passages into womanhood. However, members of transgender community are typically excluded from participating in these cultural traditions due to fears of revealing their true gender and the barrier of social intolerance.
So, in celebration of International Transgender Day of Visibility, Pantene gave a transgender woman the quinceañera she’s never had. In a short documentary-style film, the brand documents the quinceañera of Isa, a trans woman who was denied one as a teenager. Creating a five-minute film, produced by Grey New York, the film illustrates how societal and cultural exclusion affects trans people.
Furthermore, statistics suggest that Latinx and Black transgender people are more likely to suffer violence on a global scale, in addition to being marginalised by their families. That’s why Pantene hopes to shed light on a different phenomenon, radical acceptance.
It doesn’t matter when or at what age someone knows who they are, whether at 15 or 44. Whenever they feel comfortable being themselves and sharing that truth is a moment to celebrate,” Martina Brubacher, Director of Communications at Pantene for Latin America, said in a statement. “As a brand, we know the power of hair and how it can be a statement for expressing one’s true self, so it’s important for us to feature stories like Isa’s, a transgender woman who celebrates her journey.
Visibility, culture and change
Highlighting the importance of cultural and family acceptance, Isa reclaims her identity before an audience of family and friends, in a moving film blending Latinx culture and transgender pride. To raise awareness, the brand partnered with GLAAD, an organization dedicated to increasing the acceptance and inclusion of the LGBTQ+ community.
Although more brands, such as e.l.f. Beauty, Mastercard, and Nike to name a few, are addressing gender identity and the systemic barriers that transgender communities of color face, more visibility is crucial. That’s why brands like Pantene and Doritos Mexico are critical in both supporting and celebrating Latinx LGBTQ+ communities with campaigns that challenge the status quo.
“We chose to launch this film on International Day of Trans Visibility—to inspire every young transgender person. Anything is possible; happiness and acceptance is something everyone deserves,” Javier Bonilla, Executive Creative Director at Grey, said in a statement.