Healthy Hair is the Truth! My Black is Beautiful Partners with Felicia Leatherwood to Launch #hairtruth Campaign
23 May 2016 - 10:00PM
Business Wire
Initiative aims to educate and encourage
women to join conversations about the unique needs of
African-American Hair
My Black is Beautiful (MBIB), a community-building program by
Procter & Gamble (P&G), has partnered with celebrity
natural hairstylist, Felicia Leatherwood, to introduce its
#hairtruth campaign. The campaign unites a collection of P&G’s
hair care brands – Pantene, Head & Shoulders, Herbal Essences
and Aussie, to celebrate that “healthy hair is the truth,” healthy
hair looks the best and is the easiest to manage and style. The
program features a series of five informative webisodes, and will
also incorporate educational components such as hair maintenance
and styling tips on social media and MyBlackIsBeautiful.com. MBIB
aims to equip women with the education they need about their hair’s
unique beauty, so they can care for their coils with
confidence.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20160523005277/en/
“For the past decade, the MBIB program has offered a platform
for African-American women to celebrate their successes, and unite
in shared experiences. MBIB understands that behind every black
woman is a story and often times a hair story symbolizes her
heritage and personal identity. As women continue to take ownership
of this journey, they also seek information to help them achieve
optimal results regarding styling and health, and we’re here to
guide them,” says Grace Janes, MBIB Brand Manager. “With help from
P&G’s diverse group of Beauty Scientists and expert stylists
who passionately apply their education, research, and expertise, to
developing product solutions that address the specific needs of
African-American hair – we’re excited to embark on this journey
with women who are now owning their #hairtruth, because we know we
have the knowledge and products to help them along the way.”
In the #hairtruth webisode series, Felicia Leatherwood, also
nicknamed, “the hair whisperer,” joins P&G Beauty Scientist,
Dr. Rolanda Wilkerson and Dr. Rukeyser Thompson to discuss some
common issues faced by women with textured hair, such as lack of
moisture, protective styling options, scalp health, and hair
breakage. In this conversation, the professionals highlight how the
myriad of P&G products can help alleviate some of the women’s
concerns; Pantene’s Expert Collection assists with targeted
damage repair and intense hydration, Head & Shoulders’
Moisture Care Collection addresses scalp needs for a healthy
foundation, Herbal Essences’ Hello Hydration is formulated
to deliver moisturization that softens hair, and Aussie’s 3
Minute Miracle Moist provides deep conditioning protection.
“I am excited to have the opportunity to work with P&G and
the My Black is Beautiful campaign toward helping women achieve
gorgeous, healthy hair that is easy to maintain,” says Felicia
Leatherwood. “One of the great pleasures in my life has been
advising women with a more personal touch through their hair
journey. With my 15+ years in natural hair care education, along
with P&G's hair products geared toward women who look to have a
better experience with their textured hair, I have been able to
provide a more beautified way to do that. P&G has done a great
job in researching and understanding what women with coils, kinks
and curls need, and their products are a testament to that."
The five video webisode series are available on
YouTube.com/MBIBvideo, and more product information,
styling, and hair care tips can be found on
MyBlackisBeautiful.com.
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.
About My Black is Beautiful
My Black is Beautiful is a community-building program consisting
of more than 2.5 million members, created to help change the
conversation around Black beauty, addressing the societal and
cultural stigmas associated self-image. Formed at P&G in 2006
by a group of visionary women, MBIB was designed to spark a broader
dialogue about Black beauty. Their mission was to excite Black
women everywhere to act as catalysts in their communities and help
redefine beauty standards.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20160523005277/en/
Egami ConsultingShauna Garriques,
917-688-4072shauna@egamiconsulting.com
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