P&G's My Black is Beautiful campaign celebrates its 10th year in New Orleans


CINCINNATI -- Procter & Gamble is celebrating the 10th anniversary of its My Black Is Beautiful platform by spearheading a broad dialogue about black beauty at the Essence Festival in New Orleans. 

As the Official Sponsor of the Beauty and Style Expo within Essence Festival, MBIB will look to galvanize thousands of African-American women and encourage them to continue to fuel conversations around beauty and pride.  MBIB will offer festival-goers interactive, educational and engaging experiences this weekend that inspire them to be #BeautyEmpowered, while connecting them with P&G products with benefits for their hair and skin.

“With the power of more than 2.5 million women behind us, we’re celebrating a decade of inspiring initiatives that have challenged society’s standard of beauty, while encouraging generations of black women to embrace their best and beautiful selves,” said Grace Janes, brand manager, My Black Is Beautiful. “We’re honored to continue our partnership with Essence Festival where we will continue to motivate thousands of extraordinary women not just to join the community, but to truly take part in the dialogue that positively affects their confidence and perceptions of self-image.”

During the July 4th weekend, MBIB will pamper visitors in the booth with skin consultations and hair styling brought to you by brand partners Pantene, Head & Shoulders, Herbal Essences, Aussie and Clairol Professional. Festival attendees are encouraged to stop by the booth to capture memorable moments that can be shared on social media in an interactive photo booth, to further digital engagement.

My Black is Beautiful will also surprise and delight festival-goers with celebrity guests, social media surprise gifting, influencer interviews, free My Black Is Beautiful T-shirts and swag bags with products and coupons – on a first come-first serve basis.

In addition to the booth experience, MBIB will host two panel discussions during the weekend on Essence’s Beauty & Style Expo stage within the convention center, with influential women in the industry such as: Pam Edwards Christiani, Beauty Director of Essence; Nykia Spradley, Beauty Editor of Essence; Christen Rochon, Founder of the Divas & Dorks blog; and popular YouTube vloggers, The Glam Twinz. Conversations during the Beauty & Style Expo will revolve around healthy hair and skin care for black women, topics in relation to discovering your #hairtruth and #Ageless beauty – two campaigns My Black is Beautiful has supported this year.

The #hairtruth campaign comes to life on MBIB’s YouTube channel with five webisodes featuring celebrity natural hair stylist, Felicia Leatherwood and two African American Procter & Gamble beauty scientists, who educate and share tips on how to best maintain natural or relaxed hair. The #Ageless campaign supported by Olay is an ongoing initiative to guide women in their journey to attaining healthy and youthful looking skin. Both campaigns support, celebrate and encourage black women’s individual and collective definition of beauty, while giving them the resources needed to be #BeautyEmpowered.