Breaking down barriers to formulate the power to #FaceAnything
The ESSENCE Festival of Culture sits at the intersection of celebrating community and empowering equity. The festival is one of the world’s largest curated content experiences and presents an opportunity to connect with the largest, most receptive Black audience gathered around the most relevant and recognizable Black influencers and celebrities. And after a two-year hiatus due to the pandemic, the festival was ready to make its triumphant return to live.
P&G believes that brands and companies have a significant opportunity and responsibility to make a difference that benefits society and business. To be a “Force for good and a Force for Growth.” That’s why P&G has stepped up to take inclusive and multicultural brand building to an even higher level, elevating their commitment and transforming how they build brands.
My Black is Beautiful (MBIB) serves as P&G’s connection to Black consumers due to its thorough knowledge and understanding of the target audience and the value they place on haircare. Alternatively, P&G brand, Olay, believes in a diverse and inclusive standard of beauty in which every person can define ‘beauty’ based on personal preferences, not societal expectations or bias. This approach to skincare along with the launch of Olay’s new product line, Vitamin C, created exclusively for Black consumers, makes Olay the perfect fit for ESSENCE.
So, MBIB partnered with Olay, a brand with over 65 years of a science-first approach to skincare, to bring STEM awareness to the forefront at the Olay station and empower guests to #FaceAnything.
Out of the 5.1K people who visited the booth, one-third of guests turned in handwritten responses to the prompt asking, “How would you face the STEM Gap?” to enter to win an Olay prize – the complete Vitamin C skincare line. Olay’s Dr. Rolanda Wilkerson was on-site to speak to the science behind the products and the brand’s belief in a diverse and inclusive standard of beauty. We executed 147 1:1 consultations to assess skincare needs, raise awareness around the Vitamin C line, and provide product education, positively improving the perception of beauty while building resonance with Olay STEM programs.