Actress Emeraude Toubia and P&G’s Orgullosa Launch the #WeAreOrgullosa Initiative to Challenge the Misconceptions of Latina Beauty

Orgullosa program fuels a social dialogue to empower Latinas to share
what makes them beautiful by their own standards with content and
products that help her show off her orgullo and belleza

NEW YORK–(BUSINESS WIRE)–Procter & Gamble’s (NYSE:PG) Orgullosa program – the largest platform
for Latinas by Latinas that provides tips and resources for beauty, home
and lifestyle -– and Mexican-Lebanese actress Emeraude Toubia hosted the
#WeAreOrgullosa event yesterday in New York City, to unveil Orgullosa’s
approach to change the misconceptions of Latinas. In partnership with
Crest, Herbal Essences, Olay, Pantene, Secret, and Venus, Emeraude
Toubia moderated a discussion spotlighting the growing influence of
Latinas in the U.S. and how Orgullosa seeks to empower Latinas to share
what makes them beautiful by their own standards with content and
products that help her show off her orgullo (pride) and belleza
(beauty).


“I was honored to have the opportunity to moderate this inspiring panel;
each story reignited passion to celebrate the beauty and diversity of
Latinas,” said Emeraude Toubia, actress and event hostess. “It’s time to
let the world stop defining who we are and what it means to be
beautiful. Latina beauty is not just about being fabulosa – it’s
about celebrating our diverse beauty and being proud of who we are.”

Challenging the Misconceptions of Latinas

In the media, Latinas are often stereotyped as sex symbols and boxed-in
as having one hair color, skin color, and body type. With this, Latinas
feel underrepresented and inaccurately portrayed. Beauty is a reflection
of who she is as a Latina and where she comes from. It celebrates her
pride in the Latino culture and her family.

Latinas are multi-dimensional and not one-size fits all, which is what
fueled Orgullosa’s mission to challenge the misconceptions of Latinas by
launching the #WeAreOrgullosa initiative. Starting today, Orgullosa’s
online hub www.orgullosa.com
will offer exclusive content where you’ll find Latinas of all different
shapes, sizes, hair types and skin colors who are proud to show off and
celebrate what makes them unique.

To break Latino stereotypes, Orgullosa created:

  • Digital lookbook featuring P&G brands – Crest, Herbal Essences,
    Olay, Pantene, Secret, and Venus – to offer readers product savings,
    style tips, and inspiration for feeling confident, beautiful and orgullosa.
  • Photo gallery that offers free downloadable photos, so now
    anyone looking to represent Latinas will have more diverse and better
    options.
  • Docu-style video that includes live interviews with Latinas
    capturing their emotions and cultural stories aimed to inspire other
    women to embrace their identity.

“Our program’s long-standing relationship and commitment to accurately
portray Latinas starts with understanding their aspirations and
motivations,” said Courtney Tomljanovic, Brand Manager for Orgullosa.
“We have created and fostered a one-of-a-kind forum for Latinas to share
and discuss the proud journey of being a Latina in the U.S. Orgullosa is
an organic extension of the current relationships that our individual
brands have with the Latina consumer, evolving to establish a broader
and ongoing dialogue across the many areas in which P&G products touch
their lives.”

Orgullosa’s Goal to Inspire Latinas

Orgullosa is asking its community of over 1.5 million members and others
to join the #WeAreOrgullosa initiative and share with the world what
they perceive as Latina beauty to combat societal misconceptions.

Tapping into the power of social media, Orgullosa will also partner with
Latina fashion, beauty and lifestyle influencers to share tips from
their daily beauty routine and more personal cultural testimonials.

Become part of the community at www.orgullosa.com
and get the exclusive lookbook, download photos from our photoshoot, and
find great savings on P&G beauty brands. Join the conversation on social
media (Facebook.com/Orgullosa and Instagram.com/Orgullosa) using
#WeAreOrgullosa.

About Orgullosa

Orgullosa is a P&G-owned program that celebrates Latinas and empowers
them to feel confident about their personal appearance, style and homes
by offering solutions that satisfy their beauty and household needs
through a variety of trusted brands, including Olay®, Secret®, Venus®,
Pantene®, Crest®, Always®, Tide®, Downy®, Bounty®, Charmin®, Febreze®,
Gain®, Pampers®, and Dawn®.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest
portfolios of trusted, quality, leadership brands, including Always®,
Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®,
Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®,
Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G
community includes operations in approximately 70 countries worldwide.
Please visit http://www.pg.com
for the latest news and information about P&G and its brands.

Contacts

Citizen Relations
Kimberly Stohl, 212-613-4907
Kimberly.Stohl@citizenrelations.com
or
Procter
& Gamble
Nadirah Mutala, 513-983-6229
Mutala.na@pg.com