My Black Is Beautiful has long been a brand committed to uplifting and support Black women. MBIB is a community-building program consisting of over 3 million online community members, created to help positively change the conversation around Black beauty by addressing the cultural stigmas surrounding self-image.
At Essence Festival 2018, the brand further leaned into Black women by not only giving complimentary massages to select Editors but also hosting a well-attended dinner with motivational speaker, Lisa Nichols and Queen Latifah. They even had a special performance with musical artist, Gallant.
The uplifting event had Lisa Nichols encouraging and supporting the crowd of predominantly Black women, providing takeaways for self-empowerment and upliftment. Queen Latifah announced her new initiative with Proctor and Gamble: The Queen Collective. All my Black women film, definitely pay attention to the below…because if you are looking for a sign…here it is.
The Association of National Advertisers conducted a #SeeHer study to show the lack of representation of women in media and entertainment. They discovered that women and girls are inaccurately or negatively portrayed in 29 percent of ads and media programs, and women continue to be underrepresented behind the camera: only 32 percent of Chief Marketing Officers, 33 percent of Chief Creative Officers and a mere 10 percent of Commercial Directors are women. These issues persist despite evidence that gender-equal ads perform 10 percent higher in trust and 26 percent higher in sales growth. Seriously.
Queen Latifah is partnering with P&G and her production company, Flavor Unit to give opportunities to women of color behind the camera. The initiative will greenlight two films produced by female directors through a major distribution center. So: you want your film on Netflix? Queen Latifah is here to help! Yesss.
“I have been in the entertainment industry for decades, and I know that portraying women—and especially women of color—in a truthful way requires a diverse team both in front of and behind the camera. When we have women from diverse backgrounds behind the camera, we tell stories with sharper insights and more honesty that resonate more deeply with people.” ~ Queen Latifah
In 2016, only 4% of the top 250 grossing films were produced and directed by women. The Queen Collective is helping to make a dent in this by supporting women filmmakers. It’s great to see a brand like P&G and MBIB taking an additional step and backing women in their endeavors, rather than just selling them products. (Dear Brands, please take note from P&G).
Beauties, will you be applying?