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For close to three years now,  global powerhouse Procter & Gamble, has achieved huge success with their “My Black is Beautiful” campaign. They have not only made strides with African American females, but also with their recruitment of minority candidates. Currently, 21 percent of P&G’s global workforce consists of minorities.

The campaign which includes a series of events across the country and a show in its second season on BET, has received a huge boost by its association with celebrities such as Queen Latifah and Angela Bassett.

Three years ago, “My Black is Beautiful” was an idea that was created by African American employees of the company.  A campaign meant to start a conversation about beauty and change the negative portrayals of Black women in the various forms of media. Currently, over 70 percent of African American women feel that they’re portrayed negatively by the news media. The goal of the program is to encourage Black women of all ages to define and promote their own beauty standard.

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