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.”
Source via Black PR Newswire