CINCINNATI--(BUSINESS WIRE)--Procter & Gamble (PG) haircare brands My Black is Beautiful (MBIB) and Gold Series have announced a collaboration with Marvel Studios’ “Black Panther: Wakanda Forever,” in theaters November 11, to celebrate Black hair joy and spread positive images of Black people across social media platforms. The collaboration will also bring specialty product packs to major U.S. retailers ahead of the launch, which will showcase My Black is Beautiful’s Golden Milk Collection and the Gold Series Core Collection, at Target, Walmart and Kroger.
The Black Panther franchise has been heralded for serving as a catalyst for advancing Black culture and technological innovation into the global mainstream consciousness through entertainment. P&G multicultural haircare brands My Black is Beautiful and Gold Series have done the same through beauty for decades, with their collection of products that address needs from styling, scalp care and moisture for natural hair - all formulated by Black scientists, Ph.Ds., and dermatologists. Through this magnetic “fusion” of entertainment, beauty, and science, this collaboration will amplify important dialogues about Black empowerment, representation, hair, and beauty.
In addition to the collaboration MBIB and Gold Series have teamed up with the film’s hair department head Camille Friend. Her work has been featured in several Marvel Studios’ films, including Marvel Studios’ “Guardians of the Galaxy Vol. 2,” Marvel Studios’ “Black Panther,” and Marvel Studios’ “Captain Marvel.” Friend will work with the brands on media engagement leading up to the film’s release, discussing the power of hair, how it shapes identity, as well as hair styling and care tips.
“We are delighted MBIB and Gold Series have joined forces with ‘Black Panther: Wakanda Forever’ in this moment of cultural significance,” says Lela Coffey, Procter & Gamble VP, North America hair care and multicultural brands. “With the release of Black Panther: Wakanda Forever, Black men, women and children across the world will see themselves depicted on the big screen with empowering stories of triumph and celebrating Black joy,” she adds.
“The Black Panther franchise has illustrated the power of seeing yourself represented on the big screen. In collaboration with My Black is Beautiful and Gold Series, we’re proud to celebrate the heroes of Wakanda Forever and the spotlight these brands shine on the power of Black hair joy,” says Mindy Hamilton, Senior Vice President of Global Partnership Marketing at The Walt Disney Company.
For more information about My Black is Beautiful and Gold Series, visit: www.mbib.com and http://www.pantene.com/en-us/gold-series-collection.
About Marvel Studios’ Black Panther: Wakanda Forever
In Marvel Studios’ “Black Panther: Wakanda Forever,” Queen Ramonda (Angela Bassett), Shuri (Letitia Wright), M’Baku (Winston Duke), Okoye (Danai Gurira) and the Dora Milaje (including Florence Kasumba), fight to protect their nation from intervening world powers in the wake of King T’Challa’s death. As the Wakandans strive to embrace their next chapter, the heroes must band together with the help of War Dog Nakia (Lupita Nyong’o) and Everett Ross (Martin Freeman) and forge a new path for the kingdom of Wakanda. Introducing Tenoch Huerta Mejía as Namor, king of a hidden undersea nation, the film also stars Dominique Thorne, Michaela Coel, Mabel Cadena and Alex Livanalli. “Black Panther: Wakanda Forever,” directed by Ryan Coogler and produced by Kevin Feige and Nate Moore, opens in U.S. theaters Nov. 11, 2022.
About Procter & Gamble
P&G serves consumers around the world with 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®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at www.pg.com/news.
About My Black is Beautiful
My Black is Beautiful is a platform created for the Black diaspora, designed for honest dialogue about bias. MBIB acknowledges, elevates and supports all that is beautiful about Black culture (shapes, shades, textures, identities, ages, and self-expression). My Black is Beautiful is committed to promoting positive representation through the lens of beauty and through improving the acceptance of Black beauty.
About Gold Series from Pantene
Gold Series from Pantene is a breakthrough line designed to provide strength and moisture for women with relaxed, natural, or transitioning hair. This superior care and styling line was co-created with Black scientists, Ph.Ds., dermatologists and stylists who understand the unique needs of textured hair. Each product in the Gold Series collection is powered by Pro-V blends and protective conditioning and repair agents formulated to work together to improve moisture, strength, elasticity, smoothness, and shine.