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The Revolution Will Not Be Moisturized … or Televised

dfarsettas Icon Posted by Diane Farsetta

February 6th, 2009

Procter & Gamble’s multicultural marketing campaign “My Black Is Beautiful” — which it insists is a movement — is back.

As I’ve written here before, the major corporation designed the campaign in response to marketing data that black women spend three times more money on beauty products than the general female population. As part of the campaign, P&G’s set up an extensive website, held a “listening” tour — which, based on the video, prominently featured P&G brands — and has given small “action grants” to community groups.

Now, they’re launching a television series.

That’s right, P&G is partnering with BET to produce a “My Black Is Beautiful” TV show. The first episode will honor — who else? — the First Lady. As P&G’s press release explains, its consumer survey found that “90 percent of African American women feel that Michelle Obama’s role as First Lady will have a positive impact on perceptions of African American beauty.” In addition to the “My Black Is Beautiful” tribute, “P&G will also partner with BET Networks and sponsor a news segment spotlighting Michelle Obama.”

Will future episodes focus on the Obama girls? P&G’s consumer survey also found that “86 percent of African American women feel that young black girls will be inspired to embrace their own sense of self-identity as a result of Malia and Sasha’s role as First Family.”

While it’s true that most television stations are commercial, with sponsors behind all sorts of programming, this marketing as “movement” trend still gets me. Stirring profiles of the first black First Family just shouldn’t be brought to you by “relaxed & natural” hair products and “queen collection” makeup.

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