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P&G Says “My Black is Beautiful”

Posted By Holly Buchanan On September 4, 2007 @ 8:48 am In Advertising,Branding,Marketing to Women | 6 Comments

Dove’s Campaign For Real Beauty (discussed here [1]) sparked a huge response among women tired of the unrealistic images of beauty they’re surrounded with, day in and day out. Now Proctor & Gamble is trying to tap into a similar vein with “My Black is Beautiful [2]“; a campaign reaching out to African American women.Here’s how the website describes the campaign:

Our extraordinary new initiative, My Black is Beautiful celebrates the diverse collective beauty of African American women and encourages black women to define and promote their own beauty standard – one that is an authentic reflection of their indomitable spirit.

Recognizing that beauty and self-confidence are intrinsically linked, My Black is Beautiful is designed to ignite and support a sustained national conversation by, for and about black women; the way they are reflected in popular culture and serve as the catalyst for a movement that affects positive change.

It will be interesting to see how women feel about the campaign. As usual, I stopped by the website [2] to see how they did.

I have a few suggestions for P&G on how to improve their site.

my_black_is_beautiful.jpg [3]- If you type in “my black is beautiful,” Google returns an organic result saying the site is “coming soon” [4]. Looks to me like it’s up and running. Some women may think “Oh, it’s not up yet” and leave without clicking through to the site.

- Keep in mind that many women (and men) access the Internet at work. If she clicks through to the site, the video launches automatically. If she isn’t quick enough or doesn’t know how to stop it, her computer will announce to the whole office that she is surfing a website instead of working. Consider having a big “play” button, a la YouTube, so she has control over when she starts the video.

- Walk the walk. Why has P&G created this campaign? What was the story behind the idea? What efforts have they made to understand, support, and create quality products for black women? I appreciate that they’re putting the campaign front and center, but women want to know that this goes to a deeper value of the company, not just a PR campaign. They do have such products like Cover Girls’ Queen collection [5]in conjunction with Queen Latifah. This product is mentioned on the site, but you have to dig into the Press Room section [6] to find information on it. The campaign has an great story behind it, but I should be able to read about it on their site — not just in AdvertisingAge [7].

P&G research found that 71% of black women feel they’re portrayed worse than other women in media and advertising. Despite that, they spend on average three times more than the general market on beauty products. The company’s idea is, in part, to give black women the attention warranted by that spending, building “My Black Is Beautiful” over many years to a program “that will stand the test of time,” [said Najoh Tita Reid, multicultural marketing director for Proctor & Gamble].

It’s an interesting campaign and I think they’re doing a lot of things right. What do think? I’d especially like to hear from African American women, since you’re the target audience.

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2007/09/04/pg-says-my-black-is-beautiful/

URLs in this post:

[1] here: http://www.grokdotcom.com/2007/06/14/what-makes-a-viral-campaign-stick-part-2/

[2] My Black is Beautiful: http://www.myblackisbeautiful.com/home.html

[3] Image: http://www.grokdotcom.com/wp-content/uploads/Holly/my_black_is_beautiful.jpg

[4] the site is “coming soon”: http://www.google.com/search?q=my+black+is+beautiful

[5] Cover Girls’ Queen collection : http://www.covergirl.com/products/collections/queen/?_requestid=7236815

[6] the Press Room section: http://www.myblackisbeautiful.com/press/

[7] in AdvertisingAge: http://adage.com/article?article_id=120091

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