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Why are women always apologizing? Pantene put out a commercial that displayed how often women are “sorry” and apologize, even when it’s not needed. This commercial is a part of the beauty brand’s #ShineStrong movement, which inspires women to celebrate their strength.

The powerful visual showcased several scenarios where women chose to be sorry. It then flipped the script and had the same women “be strong and shine” through the same situations, without apologies (see the results in the video above). The result is a staggering look into the mirror of women’s view of how they matter in life. We feel we always have to apologize, but why?

Must Read: #TeamBeautiful Sounds Off: Why Are Women Always ‘Sorry?’

“We’ve struck a chord in terms of changing gender norms for women,” Kevin Crociata, marketing director of Procter & Gamble, said of this commercial. “We used market research to look at what gender norms were holding women back and tried to tap into the most relevant and insightful areas. This problem of saying sorry, it wasn’t just something women in the U.S. were facing but globally. After the success of the first campaign, ‘Shine Strong’ is something we’re committed to as a brand.”

Issuing an apology when necessary is a way to admit responsibility for an offensive. Being “sorry” is a state of being. I believe that words have power and by constantly saying “I’m sorry” you’re essentially telling yourself you should stay in a place of angst, guilt and anxiety over your wrongdoings.

My advice to women is to say “I apologize” one time and move on.  There’s no need to keep rehashing your missteps. Talk about the positive and productive steps you’ve taken and let those “sorry” moments fade away and fast.  It’s a matter of perception and that’s not reality.

Think about it, when was the last time you said you were sorry? Was it for something you sincerely needed forgiveness for or was it something as simple as needing to reschedule a coffee date or asking a tall man in front of you to slide over slightly so you can see the concert you paid good money for?

Pantene is also launching the Shine Strong Fund, which seeks to educate and enable women to overcome bias and societal expectations as well as celebrate strong women. The fund is collaborating with the American Association of University Women, underwriting monetary grants and helping college women have access to influential leaders.

The fund will provide women with resources in the following areas:

College Grants Program:

Beginning in August 2014, students will apply for the AAUW and Pantene Shine Strong Campus Action Project (CAP) grant program. The program is designed to challenge women student leaders on college campuses throughout the country to initiate change and tackle harmful gender biases and stereotypes that permeate our culture. Grants will be awarded spring in the semester and Grantees will present their work at AAUW and NASPA’s National Conference for College Women Student Leaders in June 2015.

Professional Training Programs:

Pantene will provide professional women with various tools and resources for bias awareness and prevention, including a monthly web chat series, hosted by female leaders from across several industries, to help them succeed in the workplace.

Giving Back in the Community:

The Pantene Beautiful Lengths program is one way the brand will connect with women in the community. Pantene provides free, real-hair wigs to women undergoing cancer treatment to help them feel and look like themselves and overcome some of the biases associated with cancer. More details about the Shine Strong campaign can be found at www.pantene.com/shinestrong.

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