Pantene recently released a new thought-provoking video that tackles a common but unconscious behavior many women engage in everyday: over-apologizing.

Pantene's latest video titled "Not Sorry" is designed to spark a dialogue about how women unknowingly minimize their strength with the subtle, yet powerful behavior of unnecessarily saying 'sorry,' when there is no reason to apologize.

The new video is a part of Pantene's Shine Strong campaign, which first took shape in December 2013 following the worldwide success of a viral video titled "Labels," originating from the Philippines, depicting gender labels in the workplace. It's gotten more than 46MM YouTube views to date.

"Pantene is committed to helping women across the globe be strong and shine both inside and out," said Colleen Jay, President, P&G Global Hair Care & Color.

"We believe the message of the 'Not Sorry' video will resonate with women, encouraging them to be more aware of this diminishing behavior and, in turn, prevent any bias they may be unconsciously creating."

The overwhelmingly positive response to the Shine Strong campaign inspired Pantene to continue the conversation, ignite change, and help more women in more ways through the creation of a new global Shine Strong Fund.

The mission of the Shine Strong Fund is to educate and enable women to overcome bias and/or societal expectations so they may reach their full potential, as well as celebrate the many strong women in the world who exemplify the essence of Shine Strong.

Join the conversation and tell @Pantene how you #shinestrong too!

Do you find yourself ever over-apologizing? Let us know with a note and check out the thought-provoling video for yourself below: