Revitalizing and modernizing the 1960s black anthem of “black is beautiful” for today’s African American female to create a new culture of African American beauty.
P&G approached CHWA to solve a unique brand awareness challenge. P&G had five beauty brands, and each brand faced a unique awareness and trial barrier/distribution issue with the AA female market (18–54).
Research showed that overall, the AA female market found that their beauty was neither celebrated nor given any particular attention by mass brands. Therefore, they felt ignored and unvalidated by beauty companies.
“The world does not appreciate my beauty.”
Pantene: Drive Pantene’s shine equity and conditioner superiority by highlighting its key African American collection, Relaxed & Natural (R&N), to create consumer conversion and loyalty.
Crest Pro Health: Build sole differentiation on strategic, desired equities among African American consumers within the beauty and wellness platform.
Tampax and Always: Endorse P&G feminine care brands’ support toward African American women so they can be free of worry to take on life.
Olay: Communicate the understanding that black women want to maintain the flawless look that they’ve been blessed with.
CoverGirl Queen Collection: Highlight the CoverGirl Queen Collection by promoting its shades designed to match, not mask, the beautiful skin tones of women of color.
Leverage corporate scale to develop a flexible platform to address the issues of each supporting brand, targeting African American women 18–54.
Integrate a multi-brand display opportunity and beauty platform and highlight retailers who “give back” to the community.
My Black is Beautiful
“Revitalize and modernize the 1960s black anthem of ‘black is beautiful’ for today’s African American female.”
Three main events:
Total brand integration: