The P&G campaign was launched in Japan and is called ‘#HairWeGo What’s Wrong With My Hair’. It aims to provoke dialogue regarding the strict hairstyle rules in Japanese schools. Students are required to keep their hair in a low ponytail, and if they have naturally brown hair, they must dye it black. Pantene Japan surveyed 1,000 students and teachers and found that while one in 13 students have been asked to dye their naturally brown hair black, over 90% of students had never been explained the reasons behind these rules. As part of the campaign, Pantene Japan encouraged students and teachers to open up and talk to each other about the hair-related school rules in a video.

Such strict rules in schools are limiting teenagers’ sense of identity and damaging their self-confidence. One brought attention to the matter with her lawsuit against the Osaka Prefectural Government and now brands are joining the conversation. "Hair represents one's individuality, both chosen and innate. Overly strict school rules are restricting both types and no one seems to understand why," explains Yoshiaki Okura, of P&G. “School should be a place to find one's individuality, which leads to self-confidence that carries students through their life. This is why this issue really struck a chord,” he adds. Tapping into Japanese Gen Yers desire for more honest self-expression, Shiseido embraced Japan’s LGBTQ community by featuring a romance between two women for its Halloween advert.

Abi Buller is the editorial assistant at Canvas8, which specializes in behavioral insights and consumer research. She holds a degree in Creative Direction for Fashion from the University of the Arts London. Outside of work, you'll find her wandering around art galleries, practising yoga and seeking out new pastel-coloured garments to add to her collection.