Market Overview

The Howard University Ooh La La! Dance Line Wins the #RadiantDanceOff Contest


HBCU dance team awarded $20,000 grand prize from the Tampax and
Always Radiant Collection, and costume upgrades from designer Briana

It's official, the Howard University Ooh La La! dance line reigns
supreme, winning the second annual HBCU Dance #RadiantDanceOff Contest
presented by The Radiant Collection from Procter & Gamble's (P&G)
leading feminine protection brands Tampax® and Always®, in partnership
with HBCU Dance Corporation, Inc. This year, the Ooh La La! dance line
competed against 19 HBCU schools nationwide in the #RadiantDanceOff to
win $20,000 and custom uniforms created by Briana Bigham, a seasoned
designer who has worked with some of the most popular labels in fashion.

This press release features multimedia. View the full release here:

Howard University's Ooh La La! Dance Line (Photo: Business Wire)

Howard University's Ooh La La! Dance Line (Photo: Business Wire)

"HBCU dancers are some of the hardest working women on the yard, and
they give their all in every performance. Their skill and on-the-field
radiance shined in every #RadiantDanceOff submission we received so
choosing just one winning team was a huge challenge," says Keelia Brown,
founder of HBCU Dance Corporation, Inc. "The #RadiantDanceOff
competition shines a light on the confidence and talent of the amazing
women on the teams, and the prize from The Tampax and Always Radiant
Collection will help them keep dancing."

This was the second annual #RadiantDanceOff contest, a national online
dance competition designed exclusively for Historically Black Colleges
and Universities (HBCUs). Created in 2017, the contest was designed to
change the fact that African-American women avoid activities like
dancing, and even compromise their style during their periods1.
The contest highlights the bold moves and fierce styles worn by HBCU
dance lines to show women everywhere that they can wear and do whatever
they want with confidence, any day of the month, and showcases the
incredible skill of majorettes across the country.

This homecoming season, eligible HBCU dance teams competed to earn one
of the top five spots in the #RadiantDanceOff competition. As per last
year's program, eligible teams entered by submitting a two-minute video
that was voted on by fans, alumni and students, along with a short essay
highlighting why their team runs the yard. A panel then judged the five
dance teams with the highest number of votes on:

  • Difficulty of dance steps, cohesiveness and technical proficiency
  • Originality of dance performance
  • Creative execution of wardrobe selection
  • Ability to convey character and expression in the dance
  • Essay submission

"The Tampax and Always Radiant Collection is all about giving women the
freedom to be the fiercest version of themselves any day of the month,"
says Melissa Suk, Brand Director, North America Feminine Care at Procter
& Gamble. "The women of Howard University radiate confidence every day,
and we're happy we can help them shine even brighter on the field."

Official Contest Rules

For full details, see the Official Rules at

NO PURCHASE NECESSARY. Open exclusively to 2018 official female
marching band dance teams of Historically Black Colleges and
Universities, as nominated for participation by their current team
director, sponsor, advisor or coach. Submission Period ended on
Wednesday, October 10, 2018 at 11:59:59 am ET. Void where prohibited or
restricted by law. Tampax is not the Sponsor or Administrator of this
Contest. Sponsor: HBCU Dance Corporation, Inc.

Key Survey Findings

  • 4 in 5 African American women say they avoid wearing certain types of
    clothes during their periods for fear of leaks.
  • Nearly half of African American women say they bring a jacket or
    sweater to wrap around their waist during their periods when they're
    going out to meet friends or on a date.
  • A quarter of African American women say they avoid dancing while on
    their periods.
  • Half of African American women say they use mostly pads for their
    period protection.

Survey Methodology

The Tampax and Always Radiant Collection HBCU campaign survey was
conducted by MSL, and surveyed a total of 502 African American women,
aged 18-35, with some college education, 2 year college degree, 4 year
college degree, graduate degree, or a post-graduate degree. The survey
was implemented between the dates of September 11, 2017 and September
15, 2017.

About The Radiant Collection

With The Radiant Collection from Tampax® and Always®,
women can mix and match protection for every occasion without
sacrificing their personal style.

  • Tampax Radiant tampons feature a CleanSeal™ re-sealable wrapper for
    quick and easy, discreet disposal and a LeakGuard™ braid to help stop
    leaks before they happen.
  • Tampax Pocket Radiant tampons offer the same incredible protection of
    Tampax Radiant Tampons, in a discreet, compact size. Tampax Pocket
    Radiant features a CleanSeal™ re-sealable wrapper for quick and easy
    discreet disposal and a LeakGuard™ braid to help stop leaks before
    they happen.
  • Always Radiant pads feature a light, clean scent and absorb 10x their
    weight for protection you'll forget is even there.
  • Always Radiant Daily Liners have a CleanGuard™ quilted core to absorb
    wetness and odors.

About HBCU Dance Corporation, Inc.

Founded in 2010, HBCU Dance Corporation, Inc. uses dance as a way to
inspire students to attend (or stay in) college, preferably at
Historically Black Colleges & Universities (HBCU). Through its college
centric dance camps, annual scholarships, mentoring programs, healthy
food initiatives and funding assistance services, HBCU Dance Corporation
plays an important role in helping female students, ages 12-22,
recognize their beauty, strengths and full potential, while helping them
identify and achieve their goals in college and beyond. To learn more
about HBCU Dance Corporation, Inc., visit

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
for the latest news and information about P&G and its brands.

1The Tampax and Always Radiant Collection HBCU campaign
survey, 2017

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