My hair was relaxed religiously from age six until age 23, and in that time I was brought up using certain brands of hair products. Now that my hair is natural, I realize that I don’t usually use hair products that still have that relaxer footprint — even if I loved and regularly used those products back in my relaxed days. Case in point, Motions. I used to LOVE that CPR conditioner! Over the years, we parted ways. But in December some news broke about the long-popular hair brand that gave me hope for a reunion. Via Rolling Out:
“Strength of Nature recently acquired five haircare brands from Unilever, according to their public relations agency of record Finn Partners. This latest acquisition positions Strength of Nature as the fastest growing category leader in the industry.
A global leader in the $700 million ethnic haircare industry today announced the acquisition of the Motions, Just for Me, Consort and Groom & Clean brands from Unilever. Strength of Nature also acquired the TCB brand’s business in Africa, making the company full owner of TCB.
“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,” says Mr. Mario de la Guardia, CEO of Strength of Nature.
“Strength of Nature is committed to serving the haircare needs of people with textured hair from curly to coily,” says Charlene Dance, global marketing director. “We want to ensure that this consumer has unlimited hair maintenance and styling options for their particular hair type, and are very excited to add these brands to our portfolio.”
OK. This is major news for the multicultural hair market. The company that already owns African Pride, Beautiful Textures, Elasta QP, Profectiv MegaGrowth, Proline, Soft & Beautiful and Soft & Beautiful Botanicals now owns Motions, Just For Me, and TCB – basically the hair brands that were in my rotation from early childhood to senior year of college.
I’ve worked with Strength of Nature in the past, so I might sound biased but I’m excited because of what I experienced having worked with them. This is an international house of brands that takes quality, research and development seriously and they understand the needs of the evolving multicultural hair marketplace. I think this means positive changes to come for some of my childhood favorites. So I reached out to Global Marketing Director Charlene Dance for the scoop on this exciting beauty business news, and to find out what’s to come.
Afrobella – Motions is a big brand that has an existing fan base, what will this acquisition mean for the future of Motions? I’m really excited personally because I hope this means even more of a focus on natural hair within this long-loved brand’s portfolio.
Charlene Dance — Strength of Nature is excited to add Motions to its family of brands. Motions has a rich history that goes back over 20 years and we’re happy to be a part of Motions’ future. This acquisition means a lot for Strength of Nature overall, we’ve expanded our portfolio to include even more quality and affordable brands for multicultural consumers.
The beauty of Motions is that it’s a brand that has products for a wide range of hair types, it’s the hair care line for the girl who is setting trends and making her own rules. There are curly girls who can identify with that, so we will most definitely have products for natural hair as well.
Afrobella – TCB is a brand I grew up knowing well in Trinidad as a kid, but I know the brand for “hair grease” and not necessarily healthy hair products. What does the future hold for TCB?
Charlene Dance – The TCB Hair and Scalp Conditioner has been a part of nostalgic moments for so many consumers, whether they were getting their scalps oiled by a family matriarch or they were styling a little one’s hair. However, it’s definitely not the only product in the line. Before the acquisition TCB’s focal point was on relaxed hair and we noticed that there was a missed opportunity there. We have something very exciting for naturalistas in 2016 that I can’t share at this time, so stay tuned for that announcement.
Afrobella — Which Strength of Nature brands are currently available in my homeland of Trinidad and Tobago?
Charlene Dance — All Strength of Nature brands are available in Trinidad & Tobago.
And there you have it. Thank you Charlene, I’m excited about that TCB tease!
What are your favorite Strength of Nature hair products, bellas?