My Black Is Beautiful at the Essence Festival of Culture
Amplifying and Celebrating Black voices + Black joy for P&G’s My Black Is Beautiful
Every Black woman has a unique, inspiring story of how she moves through the world. To demonstrate their understanding of this important truth, P&G wanted to honor her voice in a way that invited her to participate in a broader conversation: Black beauty, Black culture, and Black progress. 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.”
Stepping up to help P&G take inclusive and multicultural brand building to an even higher level, we brought My Black is Beautiful back to Essence Festival of Culture; and reminded everyone why the MBIB Booth is the most popular beauty activation.
The MBIB Booth Experience was relatable and interactive through various extensions and elements:
- Gamified Widen the Screen key messaging through a reimagined version of the classic Soul Train Scramble Board
- Showcased how brands uniquely deliver solutions meeting the specific Black beauty needs
- Raised Brand awareness for Olay, MBIB, and Gold Series through personalized 1:1 skin and hair consultations
- Featured P&G Scientists and subject matter experts to speak to the science behind the products and the brands’ beliefs in a diverse and inclusive beauty standard
Impact
The MBIB Booth Experience had a total of 11,348 impressions over three days and hosted 475 personalized 1:1 skin and hair consultations. Over 28K product samples were distributed, which included 17,923 premium samples that composed of product sample bags, MBIB & Widen the Screen t-shirts, and MBIB phone card holders and more! The Widen the Screen’s Soul Train Scramble Board had 5,094 engagements as attendees waited in line to enter the booth.