Ronda Rousey est forte et fière de l’être avec Pantene

De tout temps, et maintenant plus que jamais, les femmes fortes ont beaucoup fait progresser la culture et les normes sociétales en posant des gestes et en utilisant des mots, et ce, souvent contre vents et marées. Pourtant, les femmes qui réussissent causent encore des malaises. Alors qu’elles font tomber les barrières liées au genre et qu’elles sortent des zones de confort en ce qui a trait à ce qui est attendu du comportement féminin, de leur discours et de leur apparence, elles se font qualifier de masculines et d’agressives. Pantene croit tout le contraire : la puissance et la beauté d’une femme viennent de sa force.

Afin de continuer à inspirer les femmes, Pantene a établi un partenariat avec une des femmes les plus solides au monde, Ronda Rousey, une athlète des arts martiaux mixtes, une judoka, une actrice et une auteure à succès. Ensemble, Pantene et Ronda Rousey démontreront que les femmes fortes sont belles, parce qu’être forte, c’est être belle.

« Je suis bien consciente que, spontanément, on ne m’associerait pas à une marque de produits de beauté, » explique Mme Rousey. « On m’a déjà appelée « Madame » ou « monsieur » et même ‘sauvagesse’ en raison de mon apparence physique. Je suis plutôt d’avis que la force n’est pas une affaire de muscles. Il s’agit plutôt d’une question de cœur et de confiance en soi. C’est pourquoi je suis honorée que Pantene m’ait demandé de participer à leur nouvelle campagne qui encourage les femmes à dépasser les frontières du genre, à briser le plafond de verre et à ne jamais se résigner. »

« C’est avec beaucoup de fierté que nous accueillons Ronda Rousey dans la famille Pantene, affirme Jodi Allen, vice-présidente des soins capillaires de l’Amérique du Nord pour Procter & Gamble. Ronda personnifie l’avenir des femmes fortes partout dans le monde – des femmes qui vont au-delà des attentes de la société et qui prouvent, une fois pour toutes, qu’être forte, c’est être belle. »

La nouvelle campagne met en vedette Mme Rousey qui énonce la phrase « Forte et fière de l’être », un jeu de mots fondé sur la campagne des années 1980 « Belle et fière de l’être », afin de mettre en évidence le fait que la puissance de la femme provient de sa force et non de sa beauté. Dans le cadre de ce nouveau chapitre de « Soyez fortes. Soyez belles. », Mme Rousey apparaîtra dans la publicité télévisuelle, numérique et imprimée, dans les relations publiques et les médias sociaux. De plus, elle fera désormais partie des Ambassadrices Pantene qui dynamisent leurs cheveux avec Pantene.

Pantene continue de donner des moyens aux femmes partout dans le monde non seulement par  ses campagnes de publicité mettant en avant ses ambassadrices comme actuellement Selena Gomez et Jillian Hervey, mais également en coulisses grâce à son équipe majoritairement composée de femmes, d’une directrice à une rédactrice en chef, et dirigée par une équipe de marque principalement féminine.

Pour ceux qui ne la connaissent pas, Ronda Rousey détient depuis le plus longtemps le titre de championne de poids coq (bantam) de l’Ultimate Fighting Championship (UFC) et a été la première Américaine à remporter une médaille olympique à l’épreuve de judo. Il ne fait pas de doute qu’elle est l’athlète la plus marquante de l’histoire de l’UFC, car c’est grâce à elle que les femmes peuvent désormais combattre dans l’octogone. Elle a également pris Hollywood d’assaut grâce à sa puissance caractéristique alors qu’elle a joué dans Entourage, Furious 7 et Expendables 3.

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