CINCINNATI--(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.
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.