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My Black is Beautiful Celebrates the Ways Black Women Are�All Together Beautiful� at the 2015 Essence Festival
CINCINNATI--(BUSINESS WIRE)--My Black is Beautiful (MBIB), a community-building program byProcter &
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.
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 & Gamble
P&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.