Objective:
To recognize and cultivate a key purchasing audience, P&G sought to develop a national initiative to celebrate African-American women.
Solutions:
- EA produced a national tour that traveled to Chicago, Atlanta, Charlotte, New Orleans and Washington, DC.
- The tour showcased interactive experiences for African-American women to discover and celebrate their “inner and outer” beauty through panel discussions, concerts, fashion shows, a full-service salon and spa and meditation rooms.
- Consumers had the opportunity to touch, see, smell and sample P&G products.
- “My Black is Beautiful” also promoted African-American art and culture through exhibits that highlighted galleries, artists and artwork.
