THE INSIGHT
Search engines play a powerful role in shaping the opinions of society, impacting how we think and behave– 66% of Americans believe that “search engines are an unbiased source of information”. Although women have been transforming the world for centuries these achievements are often overlooked because they are not reflected in search results. Cultural stereotypes have taught search engines to become biased, impacting the present and future generation’s ability to fathom how far they can go.

THE WORK
It was time for the brand that stands for hair transformations to give people a tool that has the power to transform the world around them.

That’s why with Pantene we created S.H.E. – a browser extension that takes the bias out of search, presenting a more accurate representation. By using S.H.E. anyone can influence on search engines algorithms, giving women’s transformations the visibility they deserve, and allowing future generations to see what’s possible.

2019 Cannes Lions Shortlist Direct Digital
2019 Cannes Lions Shortlist Creative Data Storytelling
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