Transgender branding goes mainstream with Clean & Clear campaign

Jennings' Clean & Clear sponsorship is the latest in a gradual move by brands to include transgender people in mainstream advertising.

Jazz Jennings (left) is the newest face of Clean & Clear's #SeeTheRealMe campaign.
Jazz Jennings (left) is the newest face of Clean & Clear's #SeeTheRealMe campaign.

Jazz Jennings is a natural choice for the latest installment of Clean & Clear’s #SeeTheRealMe campaign.

The 14-year-old was named one of Time magazine’s 25 Most Influential Teens of 2014. She’s a YouTube sensation who will star in her own reality show this year. In short, Jennings represents the sort of self-confidence that the Johnson & Johnson brand seeks to inspire in her peers entering the skin-care market.

Like other girls in the campaign, Jennings has traveled a challenging path to adolescence. In her case, she was assigned male at birth.

Jennings’ Clean & Clear sponsorship is the latest in a gradual move by brands to include transgender people in mainstream advertising.

Even as major brands have featured same-sex couples in campaigns for general audiences, many are still assessing how to include the ‘T’ in LGBT.

Kacey Dreby, group brand director for Clean & Clear, emphasized that Jennings’ story is relevant to all girls seeking to find their place in the world. "#SeeTheRealMe encourages courage among teen girls by portraying girls who are their real selves every day. We feel like Jazz’s story of being authentic to who she is is relatable to all teen girls.

"One of the things that’s very important is to reflect the diversity today’s girls see in their world," Dreby continued. "We’ve featured everyone from Demi Lovato to a girl named Sarah who immigrated from India and faced challenges here."

In Jennings’ case, she speaks about overcoming social isolation to make friends and appreciate who she is.

Clean & Clear’s inclusion of Jazz Jennings has sparked headlines because she is one of the rare openly transgender people featured in a mainstream campaign.

Marriott International in June 2014 included transgender model and advocate Geena Rocero in its #LoveTravels campaign targeted at LGBT media, and Barney’s New York in January 2014 unveiled its spring initiative featuring 17 transgender models.

This story originally appeared on Campaign US. Read the rest of it here.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.