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

NEW YORK–(BUSINESS WIRE)–#hairtruth–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.

Contacts

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