Gold Series from Pantene are proud to be sponsoring the 5th anniversary of World Afro Day®, September 15th, 2021. As part of the continued mission to increase positive representation and celebration of Afro hair through, awareness and education, World Afro Day® and Pantene have teamed up to celebrate the beauty and diversity of Afro hair on a global day of change and beyond.

Backed by Gold Series from Pantene, this year’s World Afro Day® campaign will be the biggest and most ambitious yet, reaching more schools than ever before – a massive 106,000 young people from 237 schools are taking part globally.

This partnership aims to celebrate Afro hair in all its diversity by showcasing the importance that the ‘Afro love’ message starts at an early age with events like the Little and Big Hair Assembly on September 15th designed for schools to get involved. Back for its second year, it aims to create Afro hair equality for every child in every school and turn those negative experiences into positive inclusion.

World Afro Day founder Michelle De Leon says: “It’s really exciting to be working with Gold Series from Pantene to celebrate Afro hair in all its diversity. When we started World Afro Day five years ago, it was about achieving love, acceptance and inclusion for Afro hair. We believe our joint mission with Pantene can empower everyone from little ballerinas with Afro puffs to the businesswoman in box braids to know that their Afro hair is beautiful and equal everywhere.”

This comes as research from Pantene highlights the power of hair, where it was found that two thirds (66%) of Black women with afro hair surveyed by Pantene said their hair helps them to express who they really are, while over 7 in 10 (71%) with afro hair surveyed said their hair makes them feel good about themselves.

World Afro Day® and Gold Series from Pantene will be collaborating on the #FabFroFive campaign, which is spread over 5 days to change the negative messaging against Afro hair by encouraging people to post 5 positive words describing their relationship with their hair on social media.

Dr Rolanda Wilkerson PhD, Pantene’s Principle Hair Scientist and Creator of Gold Series from Pantene commented, “Products like Gold Series from Pantene tailored to protect Afro hair are integral, but we also need to ensure we understand the importance of positive representation of Afro hair at a young age. For this reason, and as a mum also, I am excited that Pantene has partnered with World Afro Day to celebrate Afro hair and drive awareness of its diversity, uniqueness, and beauty. Love of our hair starts at a very early age. Getting schools involved through events like the Little and Big Hair Assembly not only helps children with Afro hair embrace and love their hair and who they are but also helps those that don’t look like them to embrace, celebrate and understand our unique textures and the beauty that it brings.”

Award-winning World Afro Day® has influenced tens of millions of people internationally, from children at school, celebrities in Hollywood and global businesses. This year, support is from, pioneering British Olympic swimmer Alice Dearing, host and broadcaster, YolanDa Brown; US News 8 Daybreak Anchor, Tashara Parker; whose personal hair story went viral and French ballerina and Amazon advert star, 18-year-old and Tais Vinolo. Alice Dearing comments on the campaign: “For me personally, Afro hair has been a journey of learning self love and flourishing along with my hair. My hope is that now and in the future all girls and boys blessed with Afro hair will know their coils and curls are beautiful.”

Fifteen years in the making and developed by a team of Black scientists and dermatologists, Gold Series from Pantene is a collection of 8 strong haircare and styling range which provides both deep moisturisation and repair, for all Afro hair types including its intense hydrating argan oil, leave-in hair conditioner detangling milk and argan oil shampoo.

The Gold Series from Pantene collection is available nationwide at selected Superdrug, Boots, Tesco, Morrisons and Sainsbury’s stores and online at Amazon, Ocado and LookFantastic.