My Black is Beautiful Celebrates the Ways Black Women Are ‘All Together Beautiful’ at the 2015 Essence Festival
July 02 2015 - 8:00AM
Business Wire
My Black is Beautiful (MBIB), a community-building program by
Procter & Gamble (P&G) will celebrate their community of 2
million strong by shining a light on what makes Black women All
Together Beautiful (ATB) at the 2015 Essence Festival.
This Smart News Release features multimedia.
View the full release here:
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Now in its eighth year at the Essence Festival, MBIB will kick
off the ATB celebration with engaging experiences for attendees by
connecting them to their favorite beauty and personal care
products, including COVERGIRL, Pantene and Olay. These experiences
consist of makeovers, transformational ATB programming, celebrity
meet-and-greets, surprise gifting, expert panels and main stage
moments.
On the heels of exceeding the 1 million goal of its
purpose-inspired Imagine A Future program - of which 3.2 million
women and girls were educated and reached over three years to
believe their Black is beautiful - MBIB is continuing their journey
to inspire Black women and girls with the ATB Challenge. In a world
where beauty is often defined solely by the outer exterior, the ATB
Challenge invites women and girls to define the standard of beauty
as integrity, strength, character, spirit, and positive action, and
celebrate those who reaffirm this standard daily. MBIB will
encourage women to accept the challenge by (1) recording and
sharing a video on their social pages that celebrates a woman who
is ATB using the hashtags #MBIB and #AllTogetherBeautiful, and (2)
challenging another woman to do the same for someone else. Women
can also share their ATB photo and story on myblackisbeautiful.com
to be included in our ATB digital mosaic.
“The My Black is Beautiful family is humbled to have inspired
3.2 million girls and young women to be their best selves through
the Imagine A Future program. Essence Festival played an important
role over the past three years in helping us not only achieve, but
exceed our goal,” said Grace Janes, My Black is Beautiful brand
manager. "As we continue our journey to inspire women and girls to
change the conversation around Black beauty, we are excited to join
our community to publicly recognize women who are All Together
Beautiful and challenge them to share it with the world.”
A key component of the MBIB Essence Festival experience is the
MBIB booth. Centered around the ATB theme, P&G beauty brands
COVERGIRL, Pantene, Olay and Clairol Professional are offering free
makeovers, consultations and expert advice on personal grooming and
styling. Additionally, with celebrity choreographer Laurieann
Gibson, P&G personal care brands, Venus, Secret, Head &
Shoulders, Always and Tampax will host a “Move with Confidence”
dance area and teach guests how to groove daily with confidence and
joy. Guests will also be treated to swag beauty bags and a unique
social photo experience, encouraging them to celebrate why they are
ATB. The MBIB booth will also include a live social news station to
bring the “best of” MBIB and Essence Festival moments to the
community in real time.
For the fourth year in a row, P&G home care brands Charmin
and Bounty are extending the ATB excitement beyond the booth with
their takeover of two of Essence Festival’s highest trafficked
areas - the bathrooms and the food court. With fellow brands,
Tampax and Always, Charmin will upgrade bathroom stalls within the
Ernest N. Memorial Convention Center by replacing the standard
stall tissue with Charmin Ultra Soft and Charmin Ultra Strong Mega
Rolls. Bounty will bring a touch of home to the basic convention
center food-court ascetic by adding table décor and Bounty
Select-A-Size rolls to enhance the enjoyment of the famed New
Orleans’ cuisine options.
MBIB is also excited to team up again with Walmart, a
like-minded partner that recognizes and caters to the unique needs
of African-American women. Together, MBIB and Walmart will share
booth experiences that celebrate women who are ATB with gift card
giveaways, celebrity appearances and entertainment. MBIB will also
host informative panel discussions with African-American
influencers at the Walmart’s Live Stage booth.
To learn more about MBIB and the P&G brands that make her
All Together Beautiful, visit myblackisbeautiful.com. Join MBIB on
Facebook.com/MBIB, Instagram (@MBIB) and Twitter (@MBIB) to change
the conversation by using hashtags #MBIB and #AllTogetherBeautiful.
There, consumers will also find updates on MBIB activities at
Essence Festival and celebrate women who are All Together
Beautiful.
About Procter & GambleP&G serves nearly five
billion people around the world with its brands. The Company has
one of the strongest portfolios of trusted, quality, leadership
brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®,
Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head
& Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®,
SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G
community includes operations in
approximately 70 countries worldwide. Please
visit http://www.pg.com for the latest news and in-depth
information about P&G and its brands.
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version on businesswire.com: http://www.businesswire.com/news/home/20150702005020/en/
EGAMICharell Charleston,
917-720-5603charell@egamiconsulting.comorProcter &
GambleCrystal Harrell, 531-983-4606harrell.cw@pg.com
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