Procter & Gamble [3], the largest U.S. advertiser, has officially launched its multi-brand, multicultural marketing campaign called "My Black Is Beautiful [4]." The campaign "began with P&G research that showed black women were frequent users of beauty products, spending at three times the rate of the general female population." But P&G insists "it's a movement [5], not just advertising." The campaign includes a video-rich website [6], "a special advertising section in the Essence December issue," upcoming "store and community promotions," along with "plans for a multi-city 'conversation tour,' and grants to community organizations to support young black women." The campaign will promote P&G's Olay skin care, Pantene shampoo, CoverGirl cosmetics, and Always and Tampax products. Associated Press reports, "Mass marketers generally have been slow to target a black female population that is increasing in income, education and professional advancement."