10.27.22
Procter & Gamble's haircare brands My Black is Beautiful (MBIB) and Gold Series have announced a collaboration with Marvel Studios’ “Black Panther: Wakanda Forever,” the new film in theaters November 11th.
The partnership "celebrates Black hair joy," P&G states, while "spreading positive images of Black people across social media platforms."
Limited edition packs will launch in major U.S. retailers ahead of the film's debut, to showcase My Black is Beautiful’s Golden Milk Collection and the Gold Series Core Collection. Target, Walmart and Kroger stores carry the brands.
The Black Panther franchise has been heralded for serving as a catalyst for advancing Black culture and technological innovation into the global mainstream consciousness through entertainment. Other brands are partnering with the film as well, including Bevel, which launched a new razor gift set with a design inspired by the film.
"Through this magnetic 'fusion' of entertainment, beauty, and science, this collaboration will amplify important dialogues about Black empowerment, representation, hair, and beauty," P&G states.
Lela Coffey, Procter & Gamble VP, North America hair care and multicultural brands, comments, “With the release of Black Panther: Wakanda Forever, Black men, women and children across the world will see themselves depicted on the big screen with empowering stories of triumph and celebrating Black joy."
Mindy Hamilton, Senior Vice President of Global Partnership Marketing at The Walt Disney Company, adds, “The Black Panther franchise has illustrated the power of seeing yourself represented on the big screen. In collaboration with My Black is Beautiful and Gold Series, we’re proud to celebrate the heroes of Wakanda Forever and the spotlight these brands shine on the power of Black hair joy.”
Partnering with Camille Friend, of the Film's Hair Department
MBIB and Gold Series have also teamed up with the film’s hair department head Camille Friend. Her work has been featured in several Marvel Studios’ films, including Marvel Studios’ “Guardians of the Galaxy Vol. 2,” Marvel Studios’ “Black Panther,” and Marvel Studios’ “Captain Marvel.”Friend will work with the brands on media engagement leading up to the film’s release, discussing the power of hair, how it shapes identity, as well as hair styling and care tips.
MBIB and the Gold Series are P&G's multicultural haircare brands, and the product ranges address styling, scalp care and moisture for natural hair. The products are formulated by Black scientists, Ph.Ds., and dermatologists.
