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CONTACT: P&G/ESSENCE Poll Reveals Overwhelming Majority of African American Women Say that They are Portrayed "Worse" than Other Racial Groups in the Media. Procter & Gamble Unveils "My Black is Beautiful;" Elicits Support from More than 3,000 Journalists, Business and Community Leaders During 2007 National Association of Black Journalists Convention Cincinnati, OH and Las Vegas, NV (BlackNews.com) - Procter & Gamble (P&G) today announced the launch of My Black is Beautiful, a program designed to ignite and support a sustained national conversation by, for and about black women. The initiative was created to serve as the catalyst for a movement that affects positive change in the way African American women are reflected in popular culture. Results from a P&G/ESSENCE poll show that 77 percent of African American women are "concerned" about the way they are portrayed in popular media. The vast majority, 71 percent, say that they are portrayed "worse" than other racial groups in the media. Sixty-nine percent of respondents said that teens are negatively influenced by those images. Recognizing that beauty and self-confidence are intrinsically linked, P&G will introduce My Black is Beautiful and release the results of the consumer survey during National Association of Black Journalists Convention (NABJ), slated for August 8-12, 2007 in Las Vegas, Nevada. "My Black is Beautiful is a celebration of the personal and collective beauty of African American women and encourages them to define and promote a beauty standard that is an authentic reflection of their spirit," said Najoh Tita Reid, P&G Multicultural Marketing Director. "We not only celebrate our own awesome beauty, but we want to empower Black women to challenge those who would see or portray us otherwise." Key components under development include a multi-city My Black is Beautiful Conversation Tour and the release of a discussion guide to encourage women to facilitate or participate in a conversation cluster in their local communities. Consumers can more learn about the campaign and access the booklet online at www.myblackisbeautiful.com, at select retail store and in national magazines. Additionally, P&G has created a My Black is Beautiful community trust fund. We will continue to issue actions grants to community-based organizations dedicated to the health, education and empowerment of African American young women. A grant of $50,000, underwritten by Tampax and Always, awarded to and shared by the W.E.B. Dubois Society, GirlSpirit-Women Song Inc. and Urban Academy in June. "Over our 37 year history, ESSENCE has embodied the strength and beauty of African American women. We proudly stand with P&G as they invite women across the country to come together in their homes, libraries, community centers, schools and churches to share their perspectives on the issues that are important to us," said Angela Burt-Murray, editor-in-chief ESSENCE. The integrated, multi-brand initiative is supported by Pantene® Pro-V Relaxed & Natural, Cover Girl® Queen Collection, Olay® Definity, Crest®, Secret®, Tampax® and Always® brands and will be sustained through comprehensive brand communications, including public relations, advertising, retail promotions, event marketing and grassroots efforts. About ESSENCE Communications, Inc. For 37 years, the company has grown into a vital business of diverse media properties and communications systems that include ESSENCE, its flagship magazine launched in 1970. Its success is linked to its unique relationship with the readers of ESSENCE magazine and the strong alliances it has forged with America's leading corporations and financial institutions. ESSENCE Magazine
FOR IMMEDIATE RELEASE
August 9, 2007
Goldie Taylor
212-464-7345
PROCTER & GAMBLE IGNITES NATIONAL CONVERSATION ON BEAUTY AMONG AFRICAN AMERICAN WOMEN 
About Procter & Gamble [NYSE: PG]
Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of over 135,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.
Essence Communications Inc. (ECI) was founded in 1968. In October 2000, ECI signed an agreement with Time Inc., a subsidiary of Time Warner Inc., to form a joint venture known as Essence Communications Partners. ESSENCE was the majority owner of the venture. In March 2005, Time Inc. acquired the portion it did not already own. The company's name changed back to Essence Communications Inc. The ECI corporate headquarters are in New York City, with offices in Chicago, Los Angeles, Atlanta and Detroit.
ECI publishes ESSENCE, the preeminent lifestyle magazine for today's African-American woman. The publication has a monthly circulation of 1,066,245 and a readership of 8 million. The first issue of ESSENCE hit the newsstands in May 1970, with a circulation of 50,000. In 2003, ESSENCE ranked seventh on Advertising Age's "A-List," which recognizes magazine excellence. This is the first time that an African-American targeted publication received this honor.
For more information, contact Goldie Taylor, 212-464-7345.
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