Pantene Launches S.H.E. – Search. Human. Equalizer. – to Shine a Light on Bias in Search
30 Abril 2019 - 7:30AM
Business Wire
As the first chapter in Pantene’s new “Power to
Transform” campaign, the brand introduces S.H.E. – A search tool
that shows what a world without bias can look like
Look up “greatest engineer” or “greatest painter.” What do you
find? Very few women, if any. Now try “school girl.” You might be
looking for images of young girls studying in class, but instead
you’ll find heavily sexualized images of women in costume. Cultural
stereotypes often distort women’s achievements and potential, and
this is no different in search. In short, society has actually
taught search engine algorithms to become biased. That’s why
Pantene is introducing a new search tool, S.H.E. – Search. Human.
Equalizer.
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the full release here:
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S.H.E. shows us what a more equal world
could look like
S.H.E. is a search tool that shows us what a more equal world
could look like by removing the bias in search. Available via
Chrome extension, S.H.E. operates on the search back end by
filtering results to produce less biased and more balanced results,
ultimately giving the women behind some of the world’s greatest
accomplishments and transformations the visibility they
deserve.
The introduction of S.H.E. comes as the first chapter of
Pantene’s new “Power to Transform” campaign, which recognizes,
celebrates and gives visibility to women who transform their lives
and the world around them every day. For the past 20 years, Pantene
has been working with Dr. Marianne LaFrance at Yale University to
understand how people feel about their hair, how it affects
happiness and even professional success. The most recent study
found that a great hair day contributes significantly to positive
feelings, including confidence, feeling happy and readiness to
conquer the day. To sum it up – a great hair day has the potential
to transform the way women feel and how they view the world.
“How one’s hair looks on any given day may seem like a trivial
detail, but it is proven to have a direct impact on our
transformative actions both big and small,” said Ilaria Resta, Vice
President of Hair Care for North America at Procter & Gamble.
“As a leading brand for women, we see the accomplishments and
transformations women achieve daily, but the reality is in some
ways female-led transformations are not visible. In fact, some of
the most accomplished women aren’t even visible in something we do
over 3.5 billion times per day: Search. That’s exactly why we
created S.H.E.”
According to a Pew Research Center Study, 57% of searches across
105 job categories underrepresented women in the results. Similarly
– only 10% of search results for “CEO” depict women, despite women
comprising 28% of the occupation. S.H.E. spotlights how cultural
stereotypes and our own personal biases have impacted these results
based on how online content is tagged, described, captioned and
clicked over time. S.H.E. operates on the search back end by
filtering results to remove the bias and ensure a more equal and
accurate representation of women.
S.H.E. currently transforms over 150 of the most problematic
search terms based on volume and relevance. Users can grow S.H.E.’s
capabilities by submitting additional search terms for S.H.E. to
transform via the Chrome extension available at
shetransforms.us.
Starting in July, the brand’s “Power to Transform” campaign will
spotlight women and the many ways they are transforming the world
on a daily basis. Meanwhile, Pantene is committed to nurturing
female-led transformations, through the announcement of a unique
partnership with the Wing. The $1 million partnership will help
fund female entrepreneurs and women-led businesses through a pitch
investment competition, and provide a first-of-its kind mentorship
program between Wing members and college-bound girls to help guide
them through their own transformations.
Join us in seeing what a more equal world could look like by
installing the Chrome extension and searching via S.H.E. – With
every new click on an unbiased result, future search will become
more equal as algorithms learn.
To learn more, visit shetransforms.us and join the conversation
by using #PowerToTransform.
About Procter &
Gamble
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please visit
http://www.pg.com for the latest news and information about P&G
and its brands.
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version on businesswire.com: https://www.businesswire.com/news/home/20190430005253/en/
For press inquiries:Monica Almeida,
212-485-1681malmeida@hellommc.com
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