P&G, BET to launch "My Black is Beautiful" TV series

Cincinatti Procter & Gamble has partnered with BET Networks, a provider of television programming for the African-American audience, to create a television series in support of P&G's "My Black is Beautiful" campaign.

The inaugural episode of the series featured a segment that saluted First Lady Michelle Obama. P&G also paid tribute to this historic occasion as a sponsor of the BET Networks Inaugural Ball."P&G is very excited about the role we played as an official supporter of the BET 2009 Inauguration activities. Through our 'My Black is Beautiful' program, we hope to spark a national dialogue among African-American women that speaks to this historic moment and its effect on African-American beauty perceptions both here in America and around the world," stated Kisha Mitchell Williams, P&G multicultural brand manager. "As the country now collectively reflects on the significance of having Michelle Obama as our first African-American First Lady, what better way to spark that conversation than to air such a poignant video in celebration of the wife of our historic 44th President, Barack Obama, the first African-American to hold the Office."The campaign, created by a group of African-American women at P&G in 2006, was developed to ignite and support a sustained national conversation by, for and about African-American women. The initiative is supported by such P&G brands as CoverGirl Queen Collection, Olay Definity and Relaxed & Natural.A recent P&G consumer survey found that 90% of African-American women believe that Michelle Obama's role as First Lady will have a positive impact on perceptions of African-American beauty.