My Black Is Beautiful (MBIB), a long-term, community-building program created by Procter & Gamble to spark a broader dialogue around Black beauty, will celebrate its seventh year as a title sponsor of the Essence Festival by inspiring attendees to put their “Beauty into Action” during the holiday weekend and beyond. MBIB also will create hands-on, engaging experiences for festival goers that deliver beauty in action in creative ways by connecting attendees with their favorite beauty and household products. These experiences range from MBIB booth makeovers, transformational and “Beauty In Action” programming, celebrity meet-and-greets, social media surprise gifting, influencer interviews, expert panels, main stage moments. The brand will also introduce its six newly crowned “MBIB” Ambassadors to consumers on July 4 and they will be on hand throughout the weekend to motivate, excite and galvanize attendees to affect positive change in their local community.
As part of its purpose-inspired “Imagine A Future” program - created to reach and teach one million Black girls over three years to believe that their Black is beautiful - MBIB is commemorating the last year of this three-year program with the “Beauty In Action” Challenge designed to engage the community to put their beauty in action everyday. MBIB will encourage Essence Festival attendees to accept the “Challenge” and provide confidence building engagement activities throughout the event.
“The P&G My Black is Beautiful family is honored to celebrate Essence Festival’s 20th anniversary with thousands of extraordinary women who put their beauty in action daily,” said Grace Janes, brand manager, My Black Is Beautiful. “We look forward to inspiring more phenomenal women this year to join the movement and help us achieve our goal of reaching and teaching one million girls to believe their black is beautiful.”
A key component of the MBIB Essence Festival experience is the signature beauty experience booth. Centered around the “Beauty in Action” theme, beauty and lifestyle brands CoverGirl Queen Collection, Pantene, Olay and Clairol Professional are offering free makeovers, consultations and expert advice on personal grooming and styling. Guests also will be treated to swag beauty bags and a unique social photo experience designed to compel them to share their inner and outer beauty with the world. The new “MBIB” Ambassadors will also be on hand to share their inspiring stories and community plans with attendees. The MBIB booth will also include a live social news station to bring the “best of” MBIB and Essence Music Festival moments to the community live and in real time.
For the third year in a row, fabric and home care brands Gain, Charmin and Bounty are also getting in on the celebration. Gain will be bringing “Music to Your Nose” moments to the MBIB booth with special appearances of DJ Kiss and reality TV Gainiacs, the Braxton Sisters. Local radio DJ Mixx Maestro will be spinning joy-filled tunes throughout the weekend to keep guests energized and a scent expert will take consumers through a bio-metric interactive experience that shows how smelling Gain flings! evokes the same feelings as listening to your favorite song. Guests will also receive a sample of the new Gain flings! laundry pacs to add a bit of joy to laundry day.