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photo by steed media service
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Associate Director of Multicultural Marketing, Procter & Gamble
After being told she was ugly because of her skin color at the age of
4, three simple words from her mother re-established Najoh Tita-Reid’s
concept of how beautiful she was: black is beautiful. That thought in
mind, she’s been able to use her own story and business acumen to
launch Procter & Gamble’s My Black is Beautiful campaign. Tita-Reid
is dedicated to ensuring that My Black is Beautiful provides an outlet
for black women to define and celebrate their beauty.
Tita-Reid
says consumers can expect to see a concerted effort in how Procter
& Gamble chooses to present black women. “The notion of My Black is
Beautiful is more than a campaign; it’s a movement … We want to change
the way companies like ours reflect African American women. We want to
show [that] we really take our responsibility seriously,” she says,
adding that introducing CoverGirl Queen Latifah and the CoverGirl Queen
Collection was pivotal in highlighting the range of beauty black women
represent.
“The work that we’ve done to ensure that Queen Latifah was a CoverGirl
was extremely conscientious,” notes Tita-Reid. “Queen Latifah [being] a
CoverGirl is exactly what My Black is Beautiful is [about]; her beauty
is phenomenal, but she’s not your stereotypical cover girl.”
Portraying black women of all sizes and hues as beautiful is the
message that Tita-Reid says her company wants to convey. “[African
American women now know] that what they define as beautiful, a company
like Procter & Gamble can also reaffirm, and show that someone like
Queen Latifah is, in fact, a cover girl.” –cherice e. norman
For more information, log onto www.myblackisbeautiful.com.
