A new shampoo commercial from Pantene centering a young trans girl and her two moms is definitely not of the ‘no tears’ variety. The touching ad will have you wiping aways the tears as Sawyer and her queer mothers, Ashey and Ellie, explain the importance of hair in the young gir's gender affirmation.
The ad opens with mom Ashley helping Sawyer brush her long, flowing hair.
“Sawyer is an old soul,” Ashley narrates during the quiet, touching moment with her daughter. “She is our spunky and creative kiddo. Sawyer also happens to be a transgender girl.
Ashley goes on to explain that once Sawyer came out to her and Ellie, one of the first things she wanted to do was to grow out her hair as an expression and affirmation of her gender.
“She has always been super gender creative and hair has been a big part of her transition,” mom explains. “Once she told us that she identified as a girl, she immediately wanted to grow her hair out.”
“It made me feel good and confident,” the soft-spoken yet quietly confident Sawyer says. “And it made my insides match my outsides.
Explaining Sawyer “knew who she was from such a young age,” Ashley tells how she always encourages her daughter to “never hide who she is, always be herself, never be afraid to step out and exist as the person that she is.” And apparently that means using Pantene shampoo and other assorted hair products to ensure young trans girl’s long and lovely hair looks perfect and feels silky smooth.
“Our family motto is, ‘Everybody loves everybody no matter what path you follow,” Sawyer concludes. “It means I can be who I am no matter what. It doesn't matter because everybody loves me. My advice is just be yourself and don't let anybody tell you who you are.”
“Hair is a large part of our identity,” Pantene announced in a tweet with the commercial. “And for LGBTQ+ youth like Sawyer, who choose to express themselves, their style, & their creativity through their hair style, it can help them feel seen.”
This is not the first time Pantene has used their platform to center and affirm the trans community. In 2019 the hair product company aired holiday ads that featured trans and nonbinary folks when they partnered with GLAAD for the “Coming Home Should Be BeautifuLGBTQ” ad campaign which also features the Trans Chorus of Los Angeles.