• by Steve McClellan  @mp_mcclellan, March 1, 2023

P&G’s line of beauty products My Black Is Beautiful has launched a new initiative called “Unbecoming” --– a platform designed to spark a conversation on societal standards of beauty and hair while celebrating Black women across generations who embrace “unfiltered” beauty.

The effort was created by an all-Black team of female creatives and producers at agency Cartwright.

The launch spot explains how Black women are “supposed” to become beautiful, as we watch them unravel their hair to show that they are beautiful as they are.

Creative partners Chelsea Ceasor and Taylor Whitelow at Cartwright drew on their own experiences as Black women and their own personal struggles with having to show up according to societal expectations.

“When we got this brief, we realized we had never seen undone Black hair and unfiltered Black womanhood celebrated on screen together,” stated Ceasor and Whitelow. “By creating a film that starts at the end of the day, we could spotlight the vulnerable moment of Black women “unbecoming” the expectations put on them throughout the day - and champion that as beautiful.” 

“I am incredibly proud of what we have created with “Unbecoming,” in taking the art of transformative storytelling from one of vulnerability, into one of strength and confidence,” added Marc Pritchard, Procter & Gamble’s Chief Brand Officer. 

The launch spot aired during the 54th Annual NAACP Image awards on BET Feb. 25. A behind the scenes film delves deeper into the story. The campaign will also air during the BET Her Awards and during other relevant events.