THE WHAT? Procter & Gamble has announced that it is expanding its Widen The Screen program to create even more opportunities for Black filmmakers and fuel inclusive investment to create systemic change across the creative industry.
THE DETAILS The accelerated action includes hosting a Creative Bootcamp program in partnership with Group Black and The Cannes Can: Diversity Collective’s Inkwell Beach at the 2022 Cannes Film Festival, partnering with Poderistas, Alma and the Hispanic Star on projects for the LatinX community and a continued commitment to widen the screen for gender equality through FREETHEWORK, which helped P&G brands get to 45 percent of advertising directed by women filmmakers, among others.
Queen Collective, a partnership between P&G, Queen Latifah, Flavor Unit Entertainment and Tribeca Studios is also returning for its fourth year with its first scripted short and five documentary shorts.
THE WHY? Marc Pritchard, Chief Brand Officer, Procter & Gamble, declared, “Widen The Screen is a content platform that aims to increase investment in multicultural creators, the stories they create, and in diverse media spending. We started with, and continue to step up for, Black creators, but it doesn’t stop there. We are now expanding our efforts to Widen the Screen for more underrepresented creators by bringing together partners from across the industry to make systemic change and drive creativity for growth and good.”
Aesthetic products generally refer to a broad category of items designed to enhance or improve one's appearance, often focusing on skincare, beauty, and personal grooming. These products are typically used to maintain or enhance physical attractiveness and may include a wide range of items intended for both professional and personal use. Here are some common types of aesthetic products:
-
Skincare Products: Including cleansers, moisturizers, serums, and treatments designed to address various skin concerns such as acne, aging, hyperpigmentation, and sensitivity.
-
Cosmetics: Makeup products such as foundations, concealers, eyeliners, lipsticks, and eyeshadows used to enhance facial features and achieve desired looks.
-
Hair Care Products: Shampoos, conditioners, styling products, and treatments to maintain and improve the health and appearance of hair.
-
Fragrances: Perfumes and colognes used to enhance personal scent and attractiveness.
-
Dental Care Products: Toothpaste, mouthwash, whitening treatments, and dental floss aimed at maintaining oral hygiene and enhancing smile aesthetics.
-
Personal Grooming Tools: Including razors, electric shavers, trimmers, and grooming kits used for hair removal and personal hygiene.
-
Beauty Devices: Devices such as facial cleansing brushes, LED light therapy masks, and microcurrent devices designed for at-home skincare treatments.
-
Nutritional Supplements: Supplements aimed at promoting skin health, hair growth, and overall well-being, often containing vitamins, minerals, and antioxidants.
