Hair Care Industry: Strength of Nature Acquires Motions, Just For Me, Consort and Many More
Even with the hype of the black community going au natural, the processed hair care money flow apparently is not slowing down any time soon. The Source reports that the multicultural hair care giant, Strength of Nature, recently acquired Motions, Just for Me, Consort and Groom & Clean brands from top competitor, Unilever. The TCB, which is widely dispersed and sold in Africa, has been collected by Strength of Nature in the deal as well.
Mario de la Guardia, CEO of Strength of Nature, says, "The Motions, Just for Me, Consort, Groom & Clean and TCB brands are beloved and trusted with a strong legacy, high awareness and great potential. Each provides an excellent foundation for renewed growth and expanded innovation. We look forward to building these brands," The Source reports.
Rollingout reports, Strength of Nature already includes the brands like: African Pride®, Beautiful Textures®, Dream Kids®, Elasta QP®, Profectiv MegaGrowth®, Proline®, Soft & Beautiful®, Soft & Beautiful Botanicals®, and TCB®.
Charlene Dance, global marketing director of Strength of Nature, strongly believes in the brand and their mission to serving the haircare needs of people with textured, curly and coily hair, Rollingout reports.
Rollingout tells us that Motions has been trusted and valued brand for over twenty years in salons and homes of women of color. "Just for Me is the leading haircare brand for kids, while Consort and Groom & Clean are trusted men's haircare lines. These acquisitions strongly, complement Strength of Nature's portfolio with the goal of bringing innovative, solution driven quality products to the multicultural consume around the world," Rollingout informs.
Eurweb reports, with gaining control of these well-respected and household brands, Strength of Nature is now worth more than $700 million dollars and the fastest growing category leader in the ethnic hair care industry.
Will the natural hair campaign reign supreme, ultimately bringing such companies to their demise?
You be the judge, tell us your thoughts below.