Procter & Gamble returned to the Essence Festival as a sponsor for its seventh year.
The company returned with its My Black Is Beautiful (MBIB) campaign, a program instituted by P&G as part of its long-standing commitment to touch and improve the lives of African-American women.
This year, P&G expanded its MBIB campaign with “Beauty In Action” – an experience that festivalgoers were able to engage in firsthand has the company’s partner brands CoverGirl Queen Collection, Pantene, Clairol Professional, Olay, Gain, Bounty, Charmin and Puffs were on site with various activations in the Ernest N. Morial Convention Center.
Each day, lines of festival guests circled the My Black is Beautiful booth where they could receive various beauty treatments, hear live music and participate in celebrity meet-and-greets with The Braxtons, Mali Music, motivational speaker Lisa Nichols and others.
Guests also got to meet the six newly crowned 2014 “MBIB” Ambassadors who were on hand throughout the weekend to motivate, excite and galvanize attendees to affect positive change in their local community.
Additionally, P&B offered a dual experience reception and dinner at the Little Gem Saloon, where the first floor consisted of a Gain scent experience where The Braxtons were on hand to take photos and chat with guests. The upper room was a seated dinner that featured a performance by Mali Music and a speech by Nichols.
It was at the 2013 MBIB dinner that P&G introduced its documentary “Imagine A Future.” The film, done in partnership with Black Girls Rock, aims to create opportunities for young black girls around the country by providing resources that foster a greater sense of confidence.
PHOTOS: See photos from the various My Black Is Beautiful events and activities.