
Pantene e Cabelos Brancos unem-se no combate ao idadismo

O idadismo manifesta-se em todas as idades e contextos da nossa vida, e afeta todos os fatores da nossa saúde: bem-estar físico, mental, social e económico. A discriminação com base na idade também está associada a uma morte precoce, ou seja, quem é vítima de idadismo tem probabilidades de ver a sua esperança média de vida reduzida em 7,5 anos.
Por cada produto da gama Hair Biology Menopausa comprado, a Pantene, compromete-se a doar um euro à Associação Cabelos Brancos, para apoiar o nosso trabalho na luta contra o idadismo. Esta iniciativa pioneira da Pantene tem como missão angariar um valor total de 10 mil euros. Este montante será, depois, convertido na promoção de ações de sensibilização e educação contra o idadismo em diferentes contextos, desde investigação a projetos que promovam a intergeracionalidade. Está prevista também a execução do Projeto Histórias da Menopausa.
No fundo, a ideia é partilhar conhecimentos e experiências, combater estigmas e tabus, derrubar medos e construir uma nova narrativa sobre o envelhecimento feminino, para que a menopausa seja vivida sem preconceitos, de forma descomplexada, informada e construtiva.
Dados da Organização Mundial de Saúde mostram que uma em cada duas pessoas, a nível mundial, sofre de idadismo, sendo que as mulheres são particularmente afetadas, pela condição de envelhecer no feminino.
As mulheres estão frequentemente numa situação de duplo risco. Fatores como as normas patriarcais e a preocupação com a beleza e juventude têm como consequência uma deterioração mais rápida do status das mulheres mais velhas em comparação com a dos homens. Esta dupla discriminação também se torna evidente através do julgamento da aparência física das mulheres mais velhas quando comparada com homens igualmente mais velhos. Os homens com cabelos brancos e rugas são vistos como charmosos, distintos, sábios e experientes. Em contrapartida, cabelos brancos e rugas nas mulheres são características consideradas pouco atraentes e desejáveis na maioria das culturas.
Muitas mulheres referem que com a chegada da menopausa começa o primeiro passo para a sua invisibilidade e declínio, o grande medo do envelhecimento feminino.
A gama Pantene Hair Biology Menopausa nasce também nesse sentido. Fruto da parceria com a Associação Cabelos Brancos, apresenta-se como a primeira gama de cuidados capilares para mulheres na menopausa.
Apoiem a nossa causa!
Esta iniciativa decorre até 31/12/21.
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Pantene e Cabelos Brancos unem-se no combate ao idadismo
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