The broadcaster and role model’s powerful hair story and experiences with her own afro hair resonate with many, paving the way for the Pantene partnership.
Clara joins as an ambassador for the Pantene Gold Series collection, and she will also work with Pantene on education initiatives to celebrate and increase the positive representation of Afro hair with the Pantene Power of Hair Fund.
Clara is a strong believer that our hair should be a celebration of culture and exploration of identity and a powerful element of building both confidence and self-esteem. The broadcaster and role model’s powerful hair story and experiences with her own afro hair resonate with many, paving the way for the partnership.
Clara will join as the brand’s new ambassador for the Pantene Gold Series collection – a range co-created by a team of Black scientists, to cater to the moisturising and conditioning needs of Afro hair. She will sit alongside the Pantene power squad, including Katie Piper and Lucy Edwards, with each of the three inspiring women having their own story on how their hair has played a powerful role in their identity. After Clara’s own experiences with ignorance towards her 4C both professionally and personally, she developed a passion for encouraging and educating young people to celebrate and stand strong with their hair.
Commenting on the announcement, Clara Amfo said: “There is an infinite power in being able to see yourself reflected positively in the world that truly lasts a lifetime. I’m deeply honoured to work with Pantene Gold Series and the wider ambassador team to help empower people to love their Afro hair and drive awareness of its diversity and beauty. However much hair you have and however you chose to style it, the power of hair and a good hair day has an enormous impact on our identity, confidence, and self-esteem – regardless of age, race, class, sexuality or gender.”
Clara’s first role as a Pantene ambassador will be to support the brand’s ‘Power of Hair’ Schools Programme, which has been developed in partnership with non-profit, creative education organisation, Ideas Foundation. The programme involves carefully developed and rigorously tested in-person workshops by the Ideas Foundation team of expert facilitators, as well as educational teacher resources and lesson plans, which will be free for all teachers and schools to download from the end of June on the Pantene UK website.
Clara will help inspire students partaking in the workshops to feel confident in their hair as well as raising awareness and educating on the importance of afro hair discrimination via her social channels.
A Pantene Spokesperson added: “Our partnership with Clara Amfo is an incredibly exciting next step – not just for Pantene. Clara’s vocal advocacy, amazing hair, and passion for what we stand for here at Pantene made this collaboration a no-brainer. Together, we aim to increase the positive representation of Afro hair, and celebrate the unique textures and beauty that they bring and empower hair confidence in the next generation via the launch of our Power of Hair schools programme.”
Pantene launched Gold Series in the UK in January 2018 after 15 years of research with Black PHD’s and scientists to provide strength and moisture for women with relaxed, natural or transitioning hair. As Clara comes on board as the newest ambassador, Pantene looks forward to showcasing the full range products (including Clara’s favourite product the Pantene Gold Series Hydrating Argan Oil Hair Oil) and continuing on the Gold Series legacy.
Fashions Finest is thrilled such brands are embracing british black females and wish Clara every success in this opportunity to elevate the beauty of afro hair.
More afro hair care features, right this way (you will love this one).