News Release

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

Wednesday, May 24, 2017 9:35 am EDT

Dateline:

NEW YORK

Public Company Information:

NYSE:
PG
"I was honored to have the opportunity to moderate this inspiring panel; each story reignited passion to celebrate the beauty and diversity of Latinas"

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.

Contact:

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

Multimedia Files:

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Actress Emeraude Toubia unveils a docu-style video launched by P&G’s Orgullosa to celebrate the diversity of Latina beauty at the #WeAreOrgullosa event, Tuesday, May 23, 2017 in New York. P&G brands Crest, Herbal Essences, Olay, Pantene, Secret and Venus sponsor the initiative. Visit Orgullosa.com to preview the film. (Photo by Diane Bondareff/Invision for P&G Orgullosa/AP Images)
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Actress Emeraude Toubia, right, moderates a panel with Georgina Morillo, Hiliana Devila and Ada Rojas, left to right, the participants of a docu-style video launched by P&G’s Orgullosa, to challenge the misconceptions of Latina beauty at the #WeAreOrgullosa event, Tuesday, May 23, 2017 in New York. P&G brands Crest, Herbal Essences, Olay, Pantene, Secret and Venus sponsor the initiative. Visit Orgullosa.com to preview the film. (Photo by Diane Bondareff/Invision for P&G Orgullosa)
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Actress Emeraude Toubia launches P&G’s Orgullosa #WeAreOrgullosa initiative to challenge the misconceptions of Latina beauty, Tuesday, May 23, 2017 in New York. P&G brands Crest, Herbal Essences, Olay, Pantene, Secret and Venus sponsor the program. Visit Orgullosa.com for savings and tips on P&G beauty brands. (Photo by Diane Bondareff/Invision for P&G Orgullosa)
Preview image
Actress Emeraude Toubia launches P&G’s Orgullosa #WeAreOrgullosa initiative to challenge the misconceptions of Latina beauty, Tuesday, May 23, 2017 in New York. P&G brands Crest, Herbal Essences, Olay, Pantene, Secret and Venus sponsor the program. (Photo by Diane Bondareff/Invision for P&G Orgullosa/AP Images)