When I check my daily social media feed, I am most heartened when I see #BlackGirlMagic posts. As a mom of a black daughter whose work involves tapping consumer insights and promoting the positive representation of women who look like me, I appreciate seeing affirmative stories about black women shared broadly. In many ways, Procter & Gamble helped lay the foundation for this social media movement. Ten years ago, the company launched a platform to recognize, encourage cultural exchange and celebrate the beauty of black women. I was one of six black female employees who helped create it. We named the platform “My Black is Beautiful” and its message and imagery serve as a beacon to black women and girls the world over.
Why did we do it, with full-time jobs and families to oblige? Because it was much needed. Because we wanted to transform how black beauty is portrayed and how black women and girls define their own beauty. Because we had the support of a forward-thinking company that is committed to consumers. Because we believed we could forge meaningful connections between our brands and women. Because, together, we found our calling.
It’s important to remember that ten years ago the pop culture landscape was very different. A Procter & Gamble study found more than 70 percent of Black women felt they were not represented – or portrayed well – in media and advertising despite spending more than any other group on beauty products.
More compelling was the ‘the doll test’ that invited young black children to choose which doll – black or white – represented good versus bad. The girls consistently chose the white doll, described it as “good” and, when asked which doll she resembled, picked the (bad) black doll. This heartbreaking admission fueled our resolve toward diversity and inclusion, to double-down on our company Values and harness our resources to expand the black beauty narrative in media.
Since then, and for ten years and counting, My Black is Beautiful has transformed how millions of black women and girls view their own beauty and, in doing so, how the world values it. A few highlights:
- MBIB launched its purpose-inspired program, Imagine a Future (IAF), in 2012, in collaboration with Black Girls Rock!™ and the United Negro College Fund (UNCF). The program sparked a national conversation surrounding black beauty and self-image by releasing the Imagine A Future documentary, which examined the historical and current beauty and self-esteem conversation. Over the course of the three-year IAF program, more than 3.2 million black girls and women have been educated and reached to believe their black is beautiful.
- Hosted a star-studded 10-year anniversary event at P&G headquarters featuring thought leaders and cultural influencers discussing MBIB’s social impact and purpose. Speakers such as Regina King, Soledad O’Brien, Michaela Angela Davis and Devon Franklin helped us review accomplishments and, importantly, plot the work ahead;
- Serving as an active sponsor of key African American cultural events. This year alone, My Black Is Beautiful supports the NAACP National Convention, Essence Music Festival, Cincinnati Music Festival and The Black Women’s Expo, venues where the black community – and women in particular – connect, commune and celebrate one another’s contributions;
- The Cincinnati Music Festival holds special meaning for us. Hosted right in our corporate hometown, the event gives P&G a chance to engage and entertain employees, and support local, minority-owned business and cultural entities to show the world the vibrant diversity of our city;
- Sponsored African American Olympians, gold medalists Simone Biles, Allyson Felix and Gabby Douglas on their record-breaking performances at the 2016 Rio Games. Each elite athlete was supported with a P&G brand campaign – Tide, Bounty and Venus, respectively – and we honored their mothers’ journeys through the inspirational “Raising an Olympian” video series.
We consider this range of support a demonstration of P&G’s commitment to diversity. We believe inclusion is a game changer. The more we foster diversity within the company and in the localities where we operate, the better we understand and are able to serve consumers. We are so grateful to be recognized for our commitment to maintaining a diverse workplace. In recent years, we’ve spent over two billion dollars annually through Supplier Diversity initiatives, with a significant portion dedicated to African American-owned businesses.
My Black is Beautiful endures because P&G believes in its purpose and that the platform can support brands through research and consumer insights. There are more than 28 million African American women 18 years or older in this country and most of them guide purchasing decisions in the home. Seventy-two percent of African American women believe the brands she chooses represent her unique tastes and individuality. By 2017, African American buying power will reach $1.3 trillion dollars. Moreover, we’ve made it a priority at P&G to listen to African American consumers and develop the products they want to meet their beauty needs. That’s why many of our brands like Olay, Pantene, Herbal Essences, Aussie and Head & Shoulders have products made to care for African American skin and hair, specifically. Through the My Black is Beautiful platform, we’ve been able to communicate the product brand messages in authentic and meaningful ways.
As we look toward the next ten years of My Black is Beautiful, we want to continue to provide black women with a safe and affirming forum to tell their beauty stories. We want to be first to cheerlead other black women, to highlight her efforts and to encourage her through challenges. We will continue to debunk societal and cultural stigmas associated with black beauty. We intend to grow our online and offline community. Importantly, we want to challenge ourselves to facilitate more conversations that empower black women and girls in positive ways. We call this approach Beauty Empowered; it’s our mantra, our promise and the way we do business. We’re living in challenging times and My Black is Beautiful will be there for black women and girls where they need it most.