Year: 2014
The Concept: Pantene's 2014 campaign challenged women to #ShineStrong, not only through their Pantene-nourished hair, but also through their attitudes.
The campaign's most popular ad was their "Not Sorry" video, which begged women to stop apologizing for themselves -- to ask questions without prefacing them with self-effacing comments, to ask for help without showing weakness, to say not sorry but instead, #sorrynotsorry.
The Impact: This controversial video sparked an enormous online discussion. While the message seemed to promote self-assuredness, at the same time, it followed this format: "Ladies, stop doing X, because it makes you seem Y, and start doing Z." Not dissimilar to, "Ladies, stop wearing mini skirts, because it makes you seem loose, and start wearing tailored suits."
The video has since been watched over 16 million times on YouTube, earning equal numbers of positive and negative ratings from viewers.
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Always #LikeAGirl
Year: 2014
The Concept: With their tear-jerking, documentary-style "Unstoppable" video, Always' #LikeAGirl campaign aimed to break down negative stereotypes behind the phrase "like a girl," in order to give young girls no reason to trade their youthful fortitude for the insecurity that comes with adolescence.
"I have witnessed the confidence crisis among girls and the negative impact of stereotypes first-hand," said Lauren Greenfield, filmmaker and director of the video. "When the words 'like a girl' are used to mean something bad, it is profoundly disempowering.... I am excited to be a part of the movement to redefine 'like a girl' into a positive affirmation."
The Impact: Always' simple but gorgeously executed video drives home the idea that women are all born strong, and that strength and confidence are the definition of beauty. Their message struck a chord -- the video has been viewed almost 60 million times on YouTube.
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Gillette #UseYourAnd
Year: 2015
The Concept: Gillette Venus' #UseYourAnd video challenges women to smash gender boundaries -- to play soccer and dance ballet, to fill your brain with books, to step outside the box and defy stereotypes. "One-dimensional labels limit your potential," reads the text at the end of the 90-second video. "Venus invites women everywhere to #UseYourAnd."
The Impact: Gillette's campaign works to make diversity and individuality beautiful -- to encourage women to own their uniqueness. But, it also tells us we still have to shave our legs. Is the campaign perfect? Maybe not. But is it better than the mannequin-legged razor ads of the past? We think so.
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Make Up For Ever "Be You"
Year: 2015
The Concept: Make Up For Ever's new "Be You" campaign features Andreja Pejic, the first-ever female transgender model to land a large cosmetics contract. The campaign begs women to be fearless -- to embrace transformation and live boldly and authentically.
The Impact: Casting a trans woman as the star of a major makeup campaign helps to redefine traditional standards of beauty in a big way. Pejic's confidence and boundary-pushing message show that we are all in a constant state of transition in our own way, and that self-acceptance sets the ultimate foundation for beauty.
