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P&G Celebrates My Black Is Beautiful at Essence Festival for Sixth Year

Posted: July 5, 2013

This July 5–8, 2013, in New Orleans, My Black Is Beautiful (MBIB) will mark its sixth year as one of the title sponsors of the Essence Festival and will bring its personal care and beauty experiences to new heights during the four-day event. MBIB will surprise and delight booth attendees at the Convention Center with daily appointments that will connect them with their favorite personal care and beauty brands and products through mini makeovers and consultations in the MBIB Studio. Additionally, MBIB will continue the tradition of partnership with Girl Up NOLA for a private screening of its breakthrough documentary Imagine a Future before the BET national broadcast premiere on July 5.

And, for the first-time ever, through a new partnership with Walmart, the brands will come together to provide fun and entertaining activations that empower consumers to live better and live beautifully on the Walmart Talent Stage. Lucky fans will be entertained with experiences that include: Walmart gift cards; surprise celebrity appearances; and programming hosted by Walmart and MBIB host, beauty journalist and expert Tai Beauchamp.

“As a long-standing Essence Festival sponsor, My Black Is Beautiful is committed to providing interactive consumer experiences making us a fan favorite year after year, and we are excited to expand our presence through a strategic partnership with Walmart,” said Grace Janes, brand manager, My Black Is Beautiful. “This year, we are also happy to bring our first-ever documentary, Imagine a Future, directly to our extended family in New Orleans—where Imagine a Future all started.”

Immediately before the national BET premiere on July 5, 2013 at 9 PM ET/8 PM CT, MBIB (@MBIB) will provide another opportunity for consumers at home to change the conversation by hosting a live Twitter party with Blogalicious (@beblogalicious), a top multicultural blogger network, to encourage fans to view the documentary. And, the dialogue continues after the credits with the airing of “Girl Talk,” a summit-style discussion featuring Imagine a Future star Janet Goldsboro, the documentary director and producer team and African-American female leaders, also on BET.

A MBIB social media outlets, including its Facebook page, consumers will be able to find updates on MBIB activities at the Essence Festival and keep up with Imagine a Future news and resources. The film will also be available for online viewing on the My Black is Beautiful YouTube channel.