DIVERSITY BEYONDNUMBERSA guide to authenticallyconnecting with diverse
consumer groups

P&G • RESPONSIBLE BEAUTY

P&G • RESPONSIBLE BEAUTYFOREWORDa year ago, we introduced responsible beauty,a systems-based approach that recognizes theinterdependency of Quality & Performance, Safety,
Sustainability, Transparency, and Equality & Inclusion(E&I) as a means to being a positive force for beauty inthe world. This means that anything our brands do ineach of the areas must encompass all the other values.

While the 4R Framework is a powerfulstrategic asset for any brand,
we don’t view this knowledge
as a competitive advantage.
The more that every brand fromany company or any industry
can meaningfully engage insupporting equality, thebetter our world will be.

This approach has fundamentally changed our thinking
about how and what we innovate: challenging our brands
to be more integrative, deliberate and inclusive of thevalues we know today’s consumers care most about.
While these values have been foundational to P&G
Beauty’s approaches for decades, the shift to systemicallylinking them has been a game changer. And the choice ayear ago to make equality and inclusion one of those corevalues was never more important.
Because in the year since then, the call for social justicehas been raised across the US and around the world,
asking businesses and brands alike to take moremeaningful steps in support of racial equality. No matter
how small or large a brand is, that brand offers a platformthat can be used to influence meaningful change.
This is a responsibility P&G and its brands have taken
to heart. We stand with the Black, Brown and Asian
communities in opposition of racism. We recognize
the power of inclusive workplaces, which help us best serve
all consumers around the world. Today in our US Beautyorganization, 13% of our employees are Black, which has
helped us take important steps through the lens of ourbrands. For example, in 2018, My Black is Beautiful, abrand platform for promoting a more positive
representation of Blackness, launched #RedefineBlack,a campaign that successfully partnered with MerriamWebster to change the definition of ‘black’ in the
dictionary by removing words like ‘dirty’, ‘wicked’ and ‘evil’.
Even with these positive signs of progress, the events of thepast year served as a timely reminder that there is much
more we must to do, and that we weren’t where we wanted
to be. Equality and inclusion must be systemicallyembedded into everything P&G Beauty brands do,bringing our Responsible Beauty approach full circle.
Yet as more of our brands worked to step forward withsupportive messaging and specific actions, we recognizedthat some brands hadn’t earned the right to do so.
Others had never outreached so deliberately before,
and thus lacked the credibility to do so now.

This didn’t mean that some brands were excluded fromovertly supporting racial equality. What we realized
instead was that every brand needed to take a learningjourney to assess where they stood when it came toconnecting with consumers of color, and specifically what
they needed to do to address opportunities to do more inways that were both authentic to diverse consumers andcredible for that brand.
Using our Responsible Beauty systems-thinking
approach, we developed an assessment tool called the
4R Framework, guiding brands on how to achieve
Reach, Representation, Relevance and Resonance withdiverse consumers. This Framework helps brands
impartially evaluate where they stand and determine
what role they can play – today and tomorrow – tosupport equality and inclusivity. This work spans every
aspect of a brand’s operations: from a brand’s purposeor ambition, to products and innovation, advertisingand communication, and importantly, staffing andemployee representation.
Every brand in P&G Beauty’s portfolio has now gone
through the 4R Framework. We’ve seen this tool help
our teams and our brands in countless ways. It’s an
educational tool. It’s a positive way to surface what canotherwise be difficult truths or challenging
conversations. And most importantly, it creates atangible, credible roadmap for any brand to step up
and do more in support of equality and inclusion.
While the 4R Framework is a powerful strategic asset forany brand, we don’t view this knowledge as a competitive
advantage. The more that every brand – from any company
or any industry – can meaningfully engage in supporting
equality, the better our world will be. That’s why we’resharing the 4R Framework and our related learnings here,
for anyone to use. Our hope is that doing so will manifest
even more positive change the world – and especially in the
Beauty industry – than we can accomplish alone. For us,
that’s what being a positive force for beauty in the world is
all about.

—Alex Keith, CEO, P&G Beauty
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P&G • RESPONSIBLE BEAUTY

P&G • RESPONSIBLE BEAUTY

SEEING BE AUTIFULA DIVERSITYAPPROACH
now, more than ever, people want to seethemselves in the products that they buy. People
are seeking out brands with clear values who areprepared to act on these values. This consumer
desire, having grown steadily for many years,
was fast-tracked by the pandemic. What wasconsidered ‘standard’ shifted – almost overnight– for the entire world, showing that huge changes
to a system can happen rapidly and that real,positive change is possible. Brands, large andsmall, are uniquely positioned to lean in and leadthis change, both for good and for growth.
Brands have an unparalleled ability to createand drive perceptions. How advertising portrays
people has a ripple effect across society: howbrands speak to people – from marketing andadvertising to social media – affects how people
see the world, themselves, and each other. Brands
have the power to empower: to step up, to promoteequality and inclusion and to help eliminate bias.
But the question is, do brands have the tools theyneed to step up without incurring skepticism fromconsumers?
There is still much to be done to make individuals
and communities truly feel included, understood,
accepted, and supported. For example, Gen Z
is the fastest-growing demographic worldwide,
yet only 15% of this generation feels represented inadvertising. Gen Z already impacts today’s
trends, and they are forming powerful, lasting
opinions on brands, even on brands that aren’t
yet marketing to them.

Representation can be infinitely empowering.
To guarantee that all individuals, communities,
and cultures come together in strength andmutual support, true individuality – portrayedwith nuance and care – must be celebrated.
This is not a journey completed overnight, and,to be honest, may never be completed; learning isnever complete, and consumers are ever-changing.
Trust must be earned at every step, and earning
trust takes time and real action.
Communities are looking for authenticity,
for action, for real and sustained impact andcommitment. They want to feel seen andunderstood. It’s not about marketing to people:
it’s about mattering to people, and, evenmore importantly, showing people thatthey matter to you.

The pandemic has demanded wereinvent our world. In this new world
we must commit to represent all of
the people we serve. Our brands havetremendous reach, and we must use
our voice to celebrate and empower
individuality, setting the standards
for beauty across the industry.

In the US, studies have consistently found that
non-white people feel less represented – and feel
more often misrepresented – in advertising thantheir white counterparts.

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P&G • RESPONSIBLE BEAUTYINTRODUCTION TO

THE 4RFRAMEWORK
Reach, Representation, Relevance & Resonanceto foster positive , meaningful change we at P&G Beauty found it helpful to have a simple,

comprehensive framework, one that allows a company of any size to not only assess where it is on its
E&I journey, but also map out the path that it will need to take. We call this the 4R Framework.

A SYSTEMS APPROACH TO AUTHENTICALLY CONNECTING
WITH DIVERSE CONSUMERS

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P&G • RESPONSIBLE BEAUTY

P&G • RESPONSIBLE BEAUTY

THE 4R FRAMEWORKA STEP-BY-STEP
GUIDE

Reach

Representation

Reach refers to the scope or range ofdistribution of brand communication
among a targeted audience group.
Simply put, reach is where a brand shows
up and how many people have seen its ad
or content. Are the right people seeing
the brand’s communication? Are there
enough of those people?

Representation ensures that people see themselvesin the brand: in the messaging, in the choiceof influencers, in the content and visuals. It is
about representing diverse consumers in a waythat demonstrates the brand acknowledges,
understands, and respects their individuality.

Reach is the easiest R to achieve, it isa foundational starting point. Yourmessage must be seen to be received.

GUIDING QUESTIONS• Where are you placing your messaging?
• Are your communications reaching
diverse consumers at sufficient weights?
• Are these consumers able to findyou in places where they normally learn
about products? Can they find you
where they shop?
• Are you creating an environment foryour message to break through?
• What percentage of spend is withmedia suppliers representing
diverse communities?

At this stage, a brand should consider thecomposition of its communications. Ultimately,
can people really see themselves in the brand’scommunication touchpoints?

GUIDING QUESTIONS• Is your communication authentically inclusive?
Intersectional? Intentional?
• Is the content reflective of the different ethnicities,
genders, sexual orientations, and abilities of yourtarget consumers?
• Is the representation accurate, authentic, andaspirational? Have you avoided shortcutting or
stereotyping?
• Is your casting just diverse, or is it inclusive?
• Are your target consumers showing up consistently
in your brand’s advertising and content, both infront of and behind the camera?
• Do you work with diverse partners to bring yourproduct and communication work to life?

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P&G • RESPONSIBLE BEAUTYNEXT COMES RELEVANCE
Proceeding requires depth of consumer insights
and a deeper level of cultural understanding

P&G • RESPONSIBLE BEAUTYNEXT COMES RESONANCE
Proceeding requires a brand to have built andmaintained Reach, Representation and Relevance

Relevance

Resonance

Relevance is about deeply understanding the uniquewants and needs, desires, and aspirations of theconsumer target, and bringing insights that are
specific and relevant to that community.

Resonance is a strategic choice of the brandand requires long-term commitment to make ameaningful difference in the lives of consumers
and will lead to earned trust over time.

This deeper consumer understanding enables brands
to design products and communications that meetor exceed the needs of the people it serves. It is about
identifying the benefits for a diverse target group andcommunicating these benefits in a way that is genuine
and shows understanding.

Resonance is where a brand aspires to drive awider cultural or social change. It is about thevisible action a brand is taking. It is the step thatwill have an impact on the target communityand create sustained action. It is about bringing
together the brand’s purpose, its benefi forpeople, identifying a human insight and thencommunicating it all through the lens of thecommunity the brand wants to connect with.

Getting this depth of knowledge requires learning andcommitting to ensuring that everyone in the brandecosystem– from internal employees to agencies – all know
the consumer. Consumer learning is never complete,because the consumer is always changing, and diverse
consumers are not monolithic. New learning can informthe work the brand is doing on the other Rs: Reach,
Representation, Resonance, making it a continuous cycle
bringing the brand to higher levels of authenticity.

GUIDING QUESTIONS• Is the information you are providing relevant and usefulfor the target audience?
• Does your communication capture and represent aunique and beneficial insight for the target community?
• How does the consumer view your brand?
• Are you tapping into ‘hyper focused’ insights that will
deeply connect with this consumer?
• Do you understand this consumer’s beliefs, cultural
touchpoints, and ambitions?
• Are your products intentionally designed for, or do they
provide a benefit to the target consumer?
• Is this group represented in product testing?

Before diving into Resonance, a brand must firstask itself whether it has a solid track record in
Reach, Representation, and Relevance.

GUIDING QUESTIONS• Are you being authentic in everything you’re doing?
• Are you putting people at the center of yourmessage?
• Does your brand have the right to show sustained,
consistent, and committed support of thecommunity?
• Are you bringing your efforts to life across multiple
touchpoints? Is there longevity in your concept?
• Are you able to manifest a cultural impact?
And drive a social change?

Critical to note: Resonance is also a choice that,once made, a brand should not reverse. It takes
a conscious decision and a continued effort
to thrive.

How to measure progress: becoming
a force for good and a force for growth

When it comes to Resonance, actions speak louder
than words. A brand shouldn't talk if it isn't goingto act. Speaking up at a time when it’s fashionable,
without any sort of sustained action plan, erodes
trust and drives skepticism that can be hard
to reverse.

Ultimately, by going through the 4R Framework,
brands will create a natural, ever-evolving structure
to promote conversations, influence attitudes,change behaviors and drive a positive impact onsociety. When a brand does this in an authentic way
with diverse consumers, it can lead to:

The purest Resonance is when a brand doesn’ttalk, it acts. This requires constantly learning
about the consumer, understanding theirneeds, and illustrating this through productdevelopment, marketing, advertising, andbrand values.

• Increased support for diverse-owned and ledbusinesses, media, agencies, and content creators.
• Inspiring inclusive actions that move ourcommunities and society forward, driving
economic equality and empowerment.
• Growth in brand equity, trust, and affinity.
• Growth in users by meeting their unique needs.

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P&G • RESPONSIBLE BEAUTY

P&G • RESPONSIBLE BEAUTY

G O LD SER IE S BY P A NTENEBECOMING A TRUSTEDPARTNER TO BLACK WOMENADDITIONAL RESOURCES

COLLECTION OFLEARNING, INSIGHTSAND ACTS OF P&G
BRANDS APPLYING THE
4R FRAMEWORKBlack consumers were not historically a consumer
target for Pantene. With the introduction of Gold
Series, it was clear that the brand needed to dosome work to meaningfully connect with them.
The Pantene team started with Relevancebecause they realized that Pantene’s existingproducts were designed primarily for white hair
and weren’t serving the needs of the consumers
with textured hair. So, Pantene brought together
a group of Black scientists who understood theneeds of textured hair to develop a lineup of
uniquely designed products.
The next challenge for the brand was to tell Black
women about Gold Series. Representation was
crucial. They developed a campaign – Strong is
Beautiful – expressing the brand's celebration ofBlack women and their hair as unique, strong,and beautiful. Campaign communications
featured women with all types of textured hair, as
well as content that showcased the team of Blackscientists who formulated the products, so thatwomen knew the products had been designed bypeople who had knowledge about their hair.

The 4R Framework was developed and applied first with the Black consumer in mind and is systematically beingrolled out across all P&G Beauty brands.

For Reach, the brand needed to put the message
where women would interact with it in relevant
contexts. Pantene did grassroots activations at
cultural festivals like Essence, used local radio
DJs and terrestrial radio, and worked withmany textured-hair influencers. The brandalso prioritized spend with Black-owned andBlack-targeted suppliers to deliver the messages.
But for Gold Series, the most important “R” hasbeen Resonance. Because Pantene had not beena brand that had shown up consistently in support
of Black women or the community, it was importantto address this and work to build trust and equity,
or risk being seen as opportunistic. The brandhas consistently taken action in support of thecommunity over the years. Examples include
a focus on STEM programs to drive moreyoung Black women into technical careers,a partnership with CVS and UNCF to give STEM
scholarships to HBCU and other schools. And
during COVID, the brand launched a salon giveback grant program to support stylists
who were financially impacted by the COVID-19
pandemic to help them to remain viable.
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P&G • RESPONSIBLE BEAUTY

P&G • RESPONSIBLE BEAUTYO LD S P ICEFROM REPRESENTATIONTO RESONANCEAU S SIE

CURL POWER

Aussie saw a spike in popularity with a young,
diverse female audience, yet, interestingly,
this wasn’t an audience that Aussie had spoken
to or represented in any of their previous“beach-babe” marketing.

While Old Spice had sufficient Reach withBlack men and had Representation of Blackmen in their ads, many Black men still weren’t
buying their products. Why? Old Spice has
traditionally used tongue-in-cheek humor asa tool to connect with consumers, but they
discovered that this approach wasn’t connectingwith Black men. The brand had to do work tobetter understand their consumer. Coming outof that work, Old Spice was better able tonavigate the 4Rs and re-start the 4R journey.
Old Spice expanded Reach by identifying media
and touchpoints relevant to this audience’s
values, such as partnering with BET to provide
relief to communities of color disproportionately
impacted by the COVID-19 pandemic.
Their extensive consumer research found thatauthentic Representation in advertising is an
important factor when communicating with theBlack male audience.

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While Old Spice didn’t do away with theirtrademark humor completely, they elevatedit to a more sophisticated level.
Consumer research also emphasized theimportance of product efficacy: Black men are
specifically looking for hydrating benefits.
To ensure Relevance, Old Spice highlighted
their use of intensely moisturizing shea butter,an ingredient already popular with Black men.
By aligning their messaging more closely withthe audience’s values, Old Spice could actively
tap into deeper issues – such as male insecurity
around topics like grooming and personal care –to achieve sustained Resonance. This canbe seen in initiatives such as the partnership
between Old Spice and Never Whisper Justice,
the film company who produced “Black Boys.”This decade-long program will, from now through2030, increase high-school graduation rates inunderserved communities, as well as promote
racial, educational, and social justice in schools.

Aussie expanded Reach to connect with thisdiverse Gen Z audience through touch points– key influencers sharing personal stories andsavvy social media messages – unique tothis consumer, as well as supporting theissues this consumer cares about: educationand opportunity.
To increase Representation, Aussie asked
consumers what they felt would be an accurate
and appropriate expression of their hair types.
Their answer: brands need to show all of thebeautiful diversity that exists. Curls haven’t
always been viewed as beautiful.
To change this perception and establish
Relevance, Aussie coined the expression“Curl power” and supported this program
across Gen Z touchpoints.
For Resonance, Aussie partnered with
Her Campus to ensure that, even during Covid
lockdowns, students could celebrate theirgraduations, and started a business-challenge
fund to provide grants and mentorshipto graduates.

OL AY

ULTRA RICH

In the past, Olay hadn’t focused on the brand’s
Reach to Black women, and this was something
they wanted to change.
To increase Reach and Representation, Olayensured Black women could see themselvesrepresented consistently and comprehensively– far beyond token imagery – in creative across
television and social. Olay also tapped a line-up of
carefully selected influencers to discuss issues topof mind to Black women, as well as show that thisdiverse line-up of women are all women of Olay.
Olay Ultra Rich contains shea butter as a key
ingredient for hydration, a benefit needed anddesired by Black women, yet previous marketingaround the product had focused on the formula’s
anti-aging benefi s, something that didn’t resonate
with this community.
To address Relevance, Olay pivoted theirmessaging to celebrate Ultra Rich’s hydrating
power, bringing it to life through influencer-led
communications as well as the imagery placed
front and center on the Olay float in Macy’s
Thanksgiving Day Parade. The parade float, an
example of Resonance, communicated Olay'scommitment to double the number of womenin STEM and triple the number of black womenin STEM by 2030.

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P&G • RESPONSIBLE BEAUTY

P&G • RESPONSIBLE BEAUTY

A N I N T ERV I E W W I T H

LEL A COF F EYVice President of Brands, North America
Hair Portfolio, P&G Beauty
Lela Coffey
VP of Brands | P&G Beauty

In the following interview, Lela Coffey
shares some of the insights that inspired
the 4R Framework, and learning from
P&G Beauty brands to meaningfully
connect and engage with diverse
consumers, in the hope of helping otherbrands who are also on this journey.
Growing up as one of nine children on a farm in
Iowa and raised by adoptive parents who werewhite, Lela Coffey experienced firsthand how
identity and ideas of beauty are shaped by what
people see around themselves, the media they
consume, and what happens when these viewslack diversity. Her mission is to acknowledge,
empower, and celebrate all that is beautiful
about inclusivity by providing products andprograms that celebrate it.
1. What is the inspiration behind P&G Beauty’s
4Rs approach?

The 4Rs grew from watching brands struggle
to reach diverse consumers or not work hardenough to connect with these groups. Some weremaking efforts but not seeing those efforts pay off
in business results. In other cases, brand teams
were saying, ‘Okay, I’ve got Reach. They’re seeing
my message, so why isn’t that enough? Isn’t my job
done?’ It made me realize that brands needed a bitof guidance on how to do this work and that it had
to be simple and pragmatic to drive acceptanceand ease of implementation. In the end, it became
clear that there are four things that really matterin brand building for diverse consumers: Reach,
Representation, Relevance and Resonance. From
there, the simple framework was developed andhas been implemented across our brands.

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2. Why do you think brands have struggled in thepast to communicate with diverse consumers
authentically and meaningfully?

Many people assume that this work must always
be an ‘and’ to their current work or plans. They
have the mindset that it will require an additional
budget or a separate activity stream. This may
be true in some cases, but often it isn’t. Often, an
insight or product that hyper-resonates with atarget consumer is quite likely to resonate witheverybody in some way. It takes discipline to seekout those insights, and it takes time to step backand think about if it can work more broadly.
I think brands have struggled because they don’tknow the target consumer as well as they should
and need to. What benefits do they need? Do
we have products that meet their needs? Whatconsumer problem are they looking for a brandto solve? Consumer understanding is paramount.
Many times, a brand will discover that they havea product, need, or insight that is very relevant
to a diverse target, but also still appeals to abroader target. This means appealing to thatdiverse target doesn’t have to be “bolted on”,
it can be baked into core marketing plans andprograms. While this is not always the case,many times it is.
3. What has been the catalyst for increasing
focus on evolving brands to be more inclusive?

We are seeing consumers, and especially younger
and more diverse consumers, increasingly holding
brands accountable for being inclusive. They
want to know what a brand stands for and what its
beliefs are. They want to not only know what they
are buying, but what they are buying into. So, notonly is it the right thing to do, it is becoming animperative for business and commercial success.

4. What advice do you have that you think is mostimportant for brands in approaching E&I?

5. What does success in terms of E&I look
like for you?

Hands down, it’s understanding the consumer.
Delve deep to discover who they are, what’s
important to them, what influences their decisions,what cultural touchpoints drive their beliefs and,ultimately, how to win their trust. In addition tospending time with consumers, there’s a wealthof resources that can help teams gather these
insights, the simplest of which is to sit down andhave conversations with people who understandwhat resonates.

We won’t make progress until people understandthat there is a difference between diversity andE&I. You can hire diversity, you can bring indiverse individuals to companies but if there
is not true E&I in that company, the diversity
will not stay. We in the beauty industry need towork to change the cultures at our companies
so that diverse people are comfortable bringing
their whole selves to work every single day.
And, if we can change the makeup of the teams
that are working on and for these businesses –internally and externally – we can better ensure
the products that we create serve the needs ofdiverse consumers; we can change how we market
to them, and we can build brands that truly
resonate. Ultimately, we can enable a world where
everyone feels valued, included, and beautiful.

The diversity of teams, both internal and external,
is critically important. This is especially true forthe beauty industry, which is not as inclusive as itshould be. For the industry to truly resonate withdiverse consumers, we need to fundamentally
diversify who is doing the work, designing the
products, designing the content and advertising,and designing the marketing plans. We need to“ Pick a place to start, take anhave inclusivity in the ecosystem. But I want to beaction, be authentic about it, andvery clear, you don’t need to be diverse to do thiswork well, you just need to know the right questions then learn. Even small actions,to ask and then have the courage to ask them.
over time, can create big effects.”

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P&G Responsible Beauty is our commitment
to be a positive force for beauty in the world.
It is a systems-thinking approach to beauty thatrecognizes the connections and interdependenceof five essential principles: Quality & Performance,
Safety, Sustainability, Transparency
and Equality & Inclusion.

For more information visit
https://us.pg.com/responsible-beauty/