When Najoh Tita Reid was 5 years old, according to Advertising Age, one of her white friends wouldn't let her white doll play with Ms. Reid's black doll, because the black doll was "ugly." (Where did we hear that before?) Ms. Reid is now the multicultural marketing director for the world's — and country's — biggest advertiser, Proctor & Gamble Co. She plans on launching a multibrand campaign called "My Black Is Beautiful." P&G research has found that 71% of black women feel they're portrayed worse than other women in media and advertising. Yet they spend, on average, three times more than the general market on beauty products.
P&G's competitor, Dove, has already attempted to reach out to the underrepresented woman with their "Campaign For Real Beauty." This could be seen as a copycat move by P&G, but many of their slogans can easily have meaning for black women, including Olay's "Love the Skin You're In," Pantene's "Shine" and CoverGirl's "Every Woman Is a Queen." We can probably all agree that this is a step in the right direction, but how long do you think it will be before that aforementioned 71% percent of women is a more acceptable less than zero?
'My Black Is Beautiful' [AdAge]
Related: A Girl Like Me [YouTube]