Procter & Gamble (P&G) "is expanding its My Black is Beautiful (MBIB) marketing program through collaboration on a new TV series set to debut on BET this March," reports PR Week. P&G "multicultural brand manager" Kisha Mitchell Williams described the TV show as "Style magazine meets The View." The first episode will focus on Michelle Obama, "as a recent P&G-conducted survey found that 90% of black women believe her role as First Lady will have a positive impact on the perceptions of black beauty." P&G will promote the show online, with help from the multicultural marketing firm Footsteps Group. A MBIB-themed website will allow visitors to "share videos, photos, and stories, and webisodes." P&G is also promoting the show via Ebony, Essence and other black publications. P&G previously organized "events and cross-country tours" as part of MBIB marketing, which also includes a "manifesto" for the MBIB "movement."
By Diane Farsetta on February 04, 2009