Pantene Ad Centers Trans People Going Home for the Holidays

Members of the Trans Chorus of Los Angeles share what "home" means to them.

Tracy E. Gilchrist

Tracy E. Gilchrist is the VP of Editorial and Special Projects at equalpride. A media veteran, she writes about the intersections of LGBTQ+ equality and pop culture. Previously, she was the editor-in-chief of The Advocate and the first feminism editor for the 55-year-old brand. In 2017, she launched the company's first podcast, The Advocates. She is an experienced broadcast interviewer, panel moderator, and public speaker who has delivered her talk, "Pandora's Box to Pose: Game-changing Visibility in Film and TV," at universities throughout the country.

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Tracy E. Gilchrist

December 09 2019 6:55 PM EST

May 31 2023 6:37 PM EST

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A beautiful new campaign from Pantene centers transgender and nonbinary people in its holiday ads.

The company best known for its hair care products partnered with GLAAD for the "Coming Home Should Be BeautifuLGBTQ," which features the Trans Chorus of Los Angeles.

"137 million Americans will travel home this holiday season. Forty-four percent of LGBTQ people feel they can't come home as their true selves," the ad reads as members of the chorus sing "I'll Be Home for Christmas."

The spot features Crystal S. of Woodbridge, Va., Steven H. of Torrance, Calif., and Miliana S. of Haines City, Fla. all heading home for the holidays.

"Whenever, wherever, however you come home. Coming home should be #BeautifuLGBTQ," the ad reads.

A follow-up spot features MJ of Pomona, Calif., discussing the importance of their chosen family.

"Going home for the holidays is a hard question, but I have so many brothers and sisters and siblings. I have a huge family," MJ says.

"The importance of finding chosen family, I think is key in the trans community. My chosen family is important because they saved my life. My chosen family are the ones who helped me when I was homeless."

"Home is not just where I lay my head. It's the people around me. The people who support me, and the people who love me unconditionally," MJ continues.