P&G helps haircare customers connect with their African heritage for Black History Month

Campaign from Burrell from company's Gold Series and Royal Oils brands sees employees exploring their DNA

Published On
Feb 23, 2021

Editor's Pick

A Black History Month campaign by two Procter & Gamble haircare brands, Gold Series from Pantene and Royal Oils from Head & Shoulders, has been helping customers to explore their African ancestry through DNA.

As part of the campaign, a group of more than a dozen P&G employees with multicultural heritage, including scientists, content creators and executives, tested their DNA with AfricanAncestry.com, which owns the largest database of proprietary African lineages, to find out more about their African roots. They speak about their experiences and what it means to them in the campaign video seen here. 

P&G is also giving away 50 DNA testing kits from AfricanAncestry.com; customers can apply up until the end of the month on the website. People have also been encouraged to join the conversation on social by sharing how they're connecting with their African heritage using the #CrownsofHeritage.

Creative agency Burrell Communications and PR agency Marina Maher Communications worked on the campaign, the aim of which was to inspire questions about identity. According to the agencies, it has already seen a high level of engagement.

“Our team of Black scientists has made understanding our hair their mission, using specialized testing protocols on hair samples from people of African descent to ensure optimal performance and best-in-class product benefits,” said Dr. Rolanda Wilkerson, Principal Scientist of P&G Beauty, in a statement. “Royal Oils and Gold Series are #RootedInScience, and that underpins all we do to ensure we deliver products that truly serve Black consumers. We turned to science in this campaign and our formulas to deepen the connection with the larger community, for a deeper understanding of our heritage and products designed for them.”


Feb 23, 2021
Agency :
Burrell Communications
Client :
P&G Gold Serie

Need a credit fix? Contact the Creativity Editors