Women have been transforming the world every day in ways both big and small. But these achievements are not reflected in online search. Cultural stereotypes have taught search engines to become biased, impacting the present and future generation’s ability to fathom how far they can go.
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”. 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
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