P&G, BET Team for Beauty Initiative

CINCINNATI: Procter & Gamble (P&G) has partnered with BET Networks to create a TV series in support of its "My Black is Beautiful" campaign, aimed at supporting a national conversation by, for and about black women.

The first episode of the new series features a segment that salutes Michelle Obama. In addition to sponsoring the Michelle Obama "My Black is Beautiful" episode, P&G also partnered with BET Networks to sponsor a news segment spotlighting the new first lady, and the BET Networks Inaugural Ball. 

"P&G is very excited about the role we played as an official supporter of the BET 2009 Inauguration activities," said Kisha Mitchell Williams, P&G multicultural brand manager. "Through our ‘My Black is Beautiful’ program we hope to spark a national dialogue among African-American women that speaks to this historic moment and its effect on African-American beauty perceptions both here in America and around the world."

Williams continued: "As the country now collectively reflects on the significance of having Michelle Obama as our first African American First Lady, what better way to spark that conversation than to air such a poignant video in celebration of the wife of our historic 44th President, Barack Obama, the first African American to hold the office."