Strength of Nature Global, the company behind brands like African Pride, GrowthRenew and Dream Kids, has launched a new product line, Beautiful Textures, “designed specifically for individuals with curly, kinky-coily, wavy and frizzy multi-textured hair,” according to the press release. It smells nice too.
The launch was made official with a cocktail party last night in Manhattan, where there was a DJ spinning tunes (we told you, they’re busy during Fashion Week!), an open bar and models like the one above, who posed on a platform and wowed us with her fabulous hair. The goal of the new line, as with all of Strength of Nature’s products, is to provide “innovative solutions for women of color,” according to the company’s marketing manager Charlene Bastien. But more than that, this line is meant to fit into the budgets of women looking for a product for their natural hair or for hair that’s transitioning from relaxed to natural.
“We were looking at the trend and there’s a need for a product that’s affordable,” she told us during the party.
There are other companies besides Strength of Nature looking to fill that need. We used the conversation as an opportunity to talk a little more deeply about the market for hair care products made for natural hair. We pointed out other mainstream brands like Pantene, which also offers a line for women of color. Bastien showed no fear of the competition. Rather, it spoke to the “strong market” vying for the dollars that black women are spending on their hair.
“To me, it says we’re no longer invisible,” she said.
Even if the market for these products is strong, we’ve had recent evidence to show that it’s still being underestimated — if not outright disrespected — by some “experts.” Bastien says the black community is showing the value and desire for more of these and other products specially for African Americans.
“The black media is stronger than it’s ever been,” she said. “We’re talking to each other. The black consumer is coming to us… If you’re not talking to someone who’s doing this now, you’re irrelevant.” OK!