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Disability Activist lands role as hair care ambassador

Lucy Edwards in the Pantene advert
Lucy Edwards in the Pantene advert Image credit: cosmeticsbusiness.com

If you watched any TV adverts over Christmas you may have seen a young lady called Lucy Edwards promoting Silky & Glowing products on behalf of haircare company P&G’s Pantene.

The 25-year-old, who has vision loss, caught the haircare’s attention thanks to her online videos tracking Edward’s gym sessions, driving adventures and putting on make-up.

It helps that Lucy is also a BBC broadcaster and disability activist.

Her clips haven’t just been viewed by Pantene, she has 1.7 million followers on TikTok and over 400,000 subscribers to her YouTube channel.

In a past interview with Cosmetic Business Edwards, who has also been appointed as Pantene's new ambassador, said: “I love beauty, I love looking good, but there is an assumption that because I can’t see, I don’t care.

“But of course, it is still important to me how I feel [that] I look.

“The power of hair and the positive impact of a good hair day on my confidence, self-esteem and identity is just as important to me as it is for anyone else.

“I just experience it through touch, which is why I love Pantene Silky & Glowing, as it makes my hair feel silky soft.”

Lucy feels people with disabilities often feel excluded in the beauty sector just because of their physical appearance.

“From experience, visually impaired people in the UK, including myself, feel overlooked and misunderstood by the hair and beauty industry” she explained.

“I can’t wait to work closely with Pantene on leading the way in creating a more inclusive industry and society, not only for the visually impaired, but for everyone.”

Pantene has recently launched a social code of conduct which aims to make sure their beauty tutorials are fully accessible to all their customers offering content descriptions, audio describing features.

Sumaria Latif, P&G’s Accessibility Leader, who also has vision loss, added: “I am not only P&G’s Company Accessibility Leader, first and foremost I am a blind consumer.

“I know from personal experience just how important a role brands have to play in making me feel more confident.

“Our partnership with Lucy Edwards is an incredibly exciting and important step forward, not just for Pantene, but for the hair and beauty industry as a whole; demonstrating that the power of a good hair day extends far beyond what you can see.

“P&G is on a journey to create a more accessible and inclusive world, both within our organisation and in wider society.

“We recognise that we may not have all the answers, but we are proud to be one step closer towards a more equal world.”

For more information on Pantene products visit their website.