Regnbuen overtager (Pride i København, Stockholm og hos frisøren)

I dag begynder Copenhagen Pride-ugen, som slutter med en parade den 20. Pride er en fest ud i individualitet, og jeg synes simpelthen at vi skal være så stolte af at  lægge grund til en så vigtig markering af netop det. Det at tilhøre noget andet end normen har aldrig været helt nemt, og vi skal ikke langt tilbage i tiden (sidste år, så vidt jeg husker) for at komme i tanke om Orlando. Her var der et voldsomt attentat mod en natclub, hvor også homoseksuelle var velkomne. Der er had, mistro og fordømmelse mange steder i verden, og vi er simpelthen nødt til at stemme imod den. I forgårs så jeg Nettos hylder bugne af regnbue-merchandise og i min lokale 7-Eleven kan man købe regnbue-armbånd så man kan være med i festlighederne. Jeg tror på at det er SÅ vigtigt at også virksomheder støtter op om Pride, både i Danmark og i resten af verden, og derfor blev jeg simpelthen så glad, da jeg så at det svenske hår-pleje-brand Wella, har indgået et samarbejde med Stockholm Pride. Et af deres produkter – en virkelig god saltvandsspray er simpelthen blevet pakket ind i en regnbue.

Ved hjælp fra Wellas PRbureau har jeg netop fået et lille interview i hus med Wellas  nordiske marketingschef, John Hallberg. Fordi den slags ofte er ret præcist i forhold til, hvordan repræsentanter for virksomheder udtaler sig, har jeg valgt ikke at oversætte hans engelske svar.

Det er en modig ting at støtte Pride – især for et internationalt brand, som jeres. Hvordan kan det være at i vælger netop den begivenhed som del af jeres CSRprofil?

Wella believes beauty comes from diversity and grows with individuality. Wella therefore joins Stockholm Pride as official partner 2017. We want the partnership to help bring the confidence and joy of expressing your beauty, your way, how you want, independently of who you are.

 We are very proud to be part of an industry that is full of competent and passionate hair creators who every day help people express their individuality as they want, independently of who they are. We hope that we, through the partnership with Stockholm Pride, will bring confidence and joy for more people to express themselves as they want, says John Hallberg, Marketing Director Wella Nordic.

Ser I nogle problematikker i at støtte pride i forhold til andre markeder; eller er det fordi det netop er svensk Pride i støtter?

We find Stockholm pride is very natural event to start the collaboration in Nordic. This is the biggest of all four pride events. We will have hairdressers from all Nordic countries as our quests at the parade and the festival at Pride park. Prior to and during Stockholm Pride, Wella will run several activities in Sweden but also in other countries. Wella will engage with partner salons around Nordic to involve more people in the celebration and to spread Stockholm Pride’s message further. All Wella-salons are free to participate by using the Pride salon decoration kit to make their salon look like rainbow festival. Also selling the special edition product is a way of supporting and caring.

I har lavet et særligt produkt, der støtter Prides internationale solidaritetsfond og I har valgt en saltvandsspray – er der en særlig tanke bag hvilket produkt i har valgt at knytte op på projektet?

Wella Professionals special edition – EIMI Ocean Spritz Love Edition – was launched on May 22 2017. As a part of our new partnership with Stockholm Pride 2017, Wella has chosen to embellish one of our most popular summer products with the happy colors of Stockholm Pride. EIMI Ocean Spritz Love Edition is a part of Wella Professionals product series EIMI, which means, “I am” in ancient Greek, which aims to encourage individual expression and diversity. The product is for everyone. No matter what kind of hair or style you have, if you are male or female. That was a natural choice for the Pride product.

Hvordan ser I sammenhængen mellem køn, indentitet og lige netop hår?

For us at Wella, there are no rules how one should look like. Beauty is best at its most natural way, the way one likes to look like. We love divercity and that is our mission – to help people be confident in showing who they really are – with the help of hair!

The reality seems to be that there are so many prejudges linked to beauty and hair. To what is feminine, masculine, trendy, old-fashioned. This is the stereotype we want to break and empower people to take pride in their hair and their own style.

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