The Proctor & Gamble company, which makes Queen Latifah's make-up line for women of color (the CoverGirl Queen Collection), has just launched an interesting new campaign called: My Black is Beautiful.
This political-marketing campaign seeks to remedy the feelings black women have about negative self-perceptions of their beauty, and how they are perceived and portrayed negatively by others and the media.
There is a tab on the Web site called 'The Movement,' and a link called 'The Manifesto.' These are some strong, fighting words for a marketing campaign and a middle-of-the-road company. Yet, they are seeking to tap into what has essentially been a ticking time bomb of black female emotions that has gone unexpressed in public forums for centuries: our feeling that the collective that we are a part of does not find us beautiful, gorgeous, desirable, or feminine on a deep level.
While this campaign is clearly aimed at getting black women to buy their products, Proctor & Gamble has also donated $50,000 to organizations seeking to empower African-American girls.
Is this the right thing for P&G to do, in this way? Should a corporate operation seek to promote our cause? Is this just a superficial show of support?
I personally believe that the issue of black female self-esteem as expressed through beauty is too serious a topic for an advertising campaign, but I don't see anyone else doing it.
Read the manifesto. Will you participate in My Black is Beautiful?
Comments: (48)
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By: LORRAINE on 9/27/2007 3:42PM
I ALWAYS CONSIDERED MYSELF AS A BLACK WOMAN BEAUTIFUL, SO I DON'T NEED A CAMPAIGN TO TELL ME THAT. IT'S ALL ABOUT MONEY AND PREYING ON WOMEN OF COLOR THAT DON'T HAVE SELF CONFIDENCE IN THEIR SELF.
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By: Baraka Jackson on 9/27/2007 4:59PM
I have always believed that I am a strong,beautiful black women and no campaign will make me feel any different.
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By: Fredric on 9/27/2007 5:24PM
As a former P&G employee, I have confidence that the brains behind this campaign are smart, successful, and beautiful BLACK executives.
P&G is an excellent company that not only creates quality products, but also nurtures their minority employees. I would highly doubt these campaigns are empty.
While no 'advertising campaign' will effectively empower people, image does mean a lot in this society. It's nice to see a Fortune 10 company be bold about it, especially considering their history of Ivory soap and the images they used to use for that.
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By: Donald Robinson(Fasion lord and garden variety nutjob and all around dick. on 9/27/2007 6:06PM
THEY WANT YOU COLORED GIRLS TO BUY THEM PRODUCTS AND MAKE THEM RICH. THEY GOT DANA THE DYKE SHILLING FOR THEM TOO. THAT IS TO GET ALL THE BIG MAMMAS TO BUY BECAUSE THEY WILL.
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By: IPRESS on 9/27/2007 6:50PM
Donald...don't let your brain wander, it's obviously too small to be out on it's own.
Now, I am not sure how to feel... I know I am beautiful, but what about those who don't know? What about those who are self-conscious about how they feel? Who do they go to? What about those who are told day in and day out that they are beautiful, but they need that 'extra reassurance? What about those who are told day in and day out that they are ugly, and will never amount to anything? Who do they look to?
Lorraine...Baraka...It's a good thing to know that you are beautiful and confident, I know this as well about myself, unfortunately, not everyone feels the way that we do.
So if they need that boost, then so be it. Some people look to celebrities, some look to athletes... these women need to look to people who are just like them, I say...don't take that away from them.
P&G seem legit so far, and I don't think that Dana would endorse such a company to make money...she is too grounded for that.
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By: Helene on 9/27/2007 11:27PM
Proctor/Gamble to tell black women that they are beautiful...I'm justed dumbfounded; do we need white executives telling Black women they can now be beautiful because they say it's alright. Well butter my ass and call me a biscuit, I'm darker skined and love myself and everything about me. Exactly which Black Women are they speaking about? Proctor and Gamble products are not for black skin and their hair products are not for black hair. Reality check Dana, Queen Latifah is not the spokesperson for all black women. Why? You know...also if she gets any lighter she will look like my light skinned mother.
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By: Curly Fries on 9/28/2007 12:30AM
I agree with all of the sisters who posted above. Hmmmm... a white owned corporation telling black sisters that it's okay to see themselves as beautiful, when all the long it was white people who told blacks how ugly we were. So now they want us to lift our money out of our pockets to buy their products so that we can feel beautiful. HUH? I don't need some corporation to tell me a damned thing. I already know I'm a living doll and a supa soul sista. I walk with confidence and pride, so thanks, but no thanks.
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By: Lori on 9/28/2007 2:34AM
She is my SHERO!
I love Latifah!
visit us: http://www.mygreatbag.com
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By: IPRESS on 9/28/2007 4:05AM
Mine too... Lori.... mine too...
Helene is hating on the light skin I see, and talks about being a proud black woman... go figure.
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By: Carol on 9/28/2007 7:28PM
If we wouild quit dyeing our hair blond and straightening it and wearing weaves and extentions we will enjoy our Black beauty. If the Queen wants to get paid, good for her, but not on my dime! I'll buy her CD's, because she has a great voice. I don't care for her hair lately.
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