Pantene and Proud

It would seem that other brands devoted to meeting women’s (beauty) needs have taken up Dove’s marketing campaign of boosting women’s confidence.  One such brand is this Pantene—via this commercial:

Yes, we’ve heard this before.  Women are prone to apologizing.  Women are prone to subvert their own person to a male counterpart, whatever the nature (relation) of that counterpart.  Surely you’ve heard this before, as much as you’ve heard that women often preface an opinion and often even a fact (which they happen to be relating) with the words “I think.”  This removes from their speech the sting of authority.  For what man (and some women) want to hear a woman’s declaration of self-assertion?

Inferiority is culturally ingrained in women, they say.  Even today.   Inferiority and this towing the line business.  Women shouldn’t, mustn’t, couldn’t and therefore don’t.  Women don’t rock the boat, don’t blur the boundary, don’t revel in revolution.  Women tow the party line.  That line being whatever role and requirements their specific culture imposes on them.  And in this culture, our North-American culture, although self-assertion is generally encouraged, self-assertion is simultaneously generally frowned down upon. (No, that wasn’t a contradictory statement.  It was merely reflective of the contradictory messages women receive everyday).  “Snob.”  “Aggressive.”  “Self-righteous aggressive snob.”  You’ve heard the remarks, so casually passed even between women.  Of course, the person uttering the feminist blasphemy won’t admit it, perhaps would even insist that their remarks were targeted at a specific behavior, not at the gender exhibiting that behavior.  Of course, then the question would become, would that same behavior be condemned with such ruthlessness, such aggression in a male.  Of course, the answer would vary depending on the nature of the behavior in question.  But generally, yes there is a double standard.  Women are far more crudely and cruelly judged and jostled by their fellow peers, but perhaps above all, by themselves.

And what does that do?  Pantene says, it deprives you of your natural vibrancy, rids of your self-glory, denies you what without question should be yours.  Shine.  Pantene says.  Shine indeed.  And thereby does Pantene shine too.  How so?  Here’s how:

Because when Pantene inspires and empowers you to shine, its brand shines forth as a liberator of womankind.  Liberator from the self-effacing behavior that dulls and deprives a personality of its vigor.  Of its strength and potential.  Strips it of its power.  Renders impotent that which has the power to be immeasurably potent.  Because when you exude confidence and conviction, you turn heads, draw respect, elicit awe even.  Just as a full head of gorgeous, shiny, strong, luxuriant hair does, via Pantene.

Drawing such a direct parallel between a product and its effects and between a positive behavior and its effects is an ingenious effort at infusing the former with the benefits of the latter and vice versa.  And mind you, the plan does fly.  Never again will I look at a lush, exuberant and shiny head of hair without thinking:  Pantene and Proud.  Sorry?  Yea right.

(As far as their beauty products go, I’m not a huge fan of Pantene.  Their products are unsuited to my ethnic hair in general and my hair in particular.  It’s an epic disaster is Pantene for me.  But as marketing goes, I have a new appreciation for Pantene that supersedes its products.  That is, I have a new found appreciation for Pantene the brand.  So, even if I should never ever buy Pantene products, somewhere in my subconscious, Pantene will always shine).  The marketing strategy that succeeds is undeniably a sweet, sweet victory.  A rare kind of victory that bears neither victims nor remorse.  Just glory galore.  Well done Pantene cuz you’ve got me sold.