1-877 BLACKPR (252-2577)
For Immediate Release
May 23, 2016
Contact Information

Egami Consulting
Shauna Garriques, 917-688-4072
shauna@egamiconsulting.com

(BPRW) Healthy Hair is the Truth! My Black is Beautiful Partners with Felicia Leatherwood to Launch #hairtruth Campaign

Initiative aims to educate and encourage women to join conversations about the unique needs of African-American Hair

(Black PR Wire) NEW YORK--(BUSINESS WIRE)--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.

“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.