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Brief Published: 19 Mar 2015

Clean & Clear Transgender Teen Advocate

Extra
Transgender advocate Jazz Jennings

Teen skincare brand Clean & Clear normalises transgender values in the latest instalment of its YouTube series See the Real Me by featuring 14-year-old transgender advocate, Jazz Jennings. 

Part advertisement, part call to action, the campaign overlooks problem skin to focus on personal videos that celebrate who the subjects really are, and what makes them unique. Jennings was named one of Time Magazine’s 25 Most Influential Teens of 2014, having published a children’s book based on her experience of transitioning since the tender age of six.

Owned by US group Johnson & Johnson, the brand’s move to align itself with contemporary values supports our research into shifts within the fashion and beauty industry that cater to transgender consumers and their values, which are gaining in influence (see Fashion & Beauty: Liberating Gender).

In 2014, American haircare brand Redken tapped Brazilian model Lea T as a brand advocate, making her the first transgender woman to front a global beauty campaign. However, Clean & Clear’s specific target of teenagers supports the millennial acceptance of varying gender distinctions today. 

A 2013 study by US-based research company Cassandra revealed that Gens Y and Z consider gender identity to be more fluid. Interestingly, they found that six in 10 respondents from Gens Y and Z say that men and women do not need to conform to traditional gender roles or behaviours anymore, while more than two-thirds agree that gender doesn’t define a person in the way it once did.

For more on how fashion brands are breaking traditional gender boundaries in advertising, see Same-Sex Tiffany Ad, Barneys’ Transgender Campaign Stars, and & Other Stories’ Valentine’s Campaign

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