P&G's 'My Black is Beautiful' celebrates 'All Together Beautiful' at 2015 Essence Festival
CINCINNATI — Procter & Gamble’s community-building program, My Black is Beautiful, will celebrate its community of 2 million strong by shining a light on what makes Black women “All Together Beautiful” at the 2015 Essence Festival.
Now in its eighth year at the Essence Festival, MBIB will kick off the ATB celebration by connecting attendees 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, gifting, expert panels and main stage moments.
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.
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. In addition, 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. Guests will also be treated to swag beauty bags and a 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 New Orleans’ cuisine options.
MBIB is also teaming up, once again, with Walmart. 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.