• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Editorial Guidelines
    Staff
    Subscribe Now
    Advertise Now
    Top Features
    ADF&PCD Wraps Up in New York

    Turnkey, ‘Clean Beauty’ and Color Trends Spark Talk at MakeUp in NewYork

    Cosmoprof NA Points to ‘Re-Focused’ Directions in Packaging

    Low MOQs? No Problem

    Sizing Up the Skincare Market
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Top News
    Firmenich Wants You To Smell & Taste the Pantone Color of the Year

    L'Oréal Paris - And Celebs - Celebrate 14th Annual Women of Worth

    Henkel's göt2b Partners with DJ Pauly D

    WWP Wins Three NJPEC Awards

    Cat-Themed Beauty Collection to Launch in Japan
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    HCP Packaging USA, Inc.

    29 Winners at the NJPEC Package of the Year Awards 2019

    NJPEC Gala To Honor Package of the Year Award Winners

    All the Winners in the 2019 NJPEC Package of the Year Awards

    Younique's Next-Gen Fiber Mascara Ships Over 1 MIllion Units
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Firmenich Wants You To Smell & Taste the Pantone Color of the Year

    Henkel's göt2b Partners with DJ Pauly D

    WWP Wins Three NJPEC Awards

    Cat-Themed Beauty Collection to Launch in Japan

    Jumpstarting the Innovation Process
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Younique's Next-Gen Fiber Mascara Ships Over 1 MIllion Units

    Schwarzkopf Partners with TerraCycle

    Tom's of Maine Introduces Recyclable Toothpaste Tube

    IPSY Is Launching Its First Brand, Developed In-House

    AR Metallizing Acquires Eurofoil Paper Coating GmbH
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    Firmenich Wants You To Smell & Taste the Pantone Color of the Year

    What Gen Z and Millennial Women Look for in Beauty

    Instagram-Ready Innovative Packages

    Jumpstarting the Innovation Process

    29 Winners at the NJPEC Package of the Year Awards 2019
    Top 20 Companies
    Amway

    Coty

    Shiseido

    Henkel

    Revlon
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    Berry Global

    Tapematic USA, Inc.

    Alpha Packaging

    Big Sky Packaging

    Cosmopak USA LLC
    Industry Events
    Live From Show
    Exhibitor Showcase
    Webinars

    L'Oréal Paris - And Celebs - Celebrate 14th Annual Women of Worth

    Cosmoprof Asia 2019 Hosts Nearly 3,000 Exhibitors

    ADF&PCD Paris Adds New Features

    Sally Beauty Is Recognized by the Women's Forum of New York

    29 Winners at the NJPEC Package of the Year Awards 2019
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Expert's Opinion

    Haircare for Multiracial Children

    An interview with Kelly Keith, vice president of marketing, Premium Brands, at Strength of Nature

    Haircare for Multiracial Children
    Watch the video below.
    Related CONTENT
    • New Research on Global Personal Care Contract Manufacturing
    • Skyn Iceland Names New CFO
    • The Hut Group’s New Luxe Hair Care Acquisition
    • Givaudan Acquires AMSilk's Cosmetic Business
    • A Three-Tier Approach to Making Packaging Personal
    Elle Morris, CEO, HMS Design07.25.19

    Editor's Note: The following Expert's Opinion column is by Elle Morris, a mom of multiracial children -- and she speaks to Strength of Nature's Kelly Keith in the Q&A below. 

    New analysis from Pew Research indicates that the number of multiracial or multiethnic infants has tripled since 1980, equating to 14% of the infants born in in the U.S. in 2015. The growth coincides with the rise of interracial marriages, which has more than doubled during that time as well.

    Today the U.S. multicultural population is the fastest growing segment in the country. The 2010 Census reported a growth of +32% versus the previous U.S. Census which had 6.8 million multicultural respondents. 

    This expansion of the multicultural population is parallel to the American public’s interest in understanding race beyond black and white. In 2017, more than 12 million Americans had their DNA analyzed through direct-to-consumer genetic testing kits.

    The impact of consumers’ desire to learn about and embrace their cultural roots has impacted beauty in a big way, especially when it comes to hair care. 

    An Explosion of New Products

    Diverse hair textures like waves, curls and coils are not unusual. But where people once used heat styling tools and chemicals to straighten their natural textures, they are now using serums, foams, gels, leave-ins and creams to detangle, define and hydrate their hair in its natural textured state. 

    This has led to an explosion in products that address the needs of consumers looking to embrace their naturally wavy, curly and coily hair textures. 

    The Need for Detanglers is Stronger than Ever

    The need for detanglers is stronger than ever. From liquids to creams, products that help manage the hair are winning overall. Products that define natural curls and reduce frizz are also amongst the most popular, as they have replaced the straightening tools consumers once used at home or in the salon.

    As the mother of multiracial children (I am Cuban Latina and my husband is African American), I am very aware of the unique needs and the markets they create for this segment of the population.

    My 13-year-old daughter, for example, has never had “white hair” and she doesn’t have traditional “African American hair.” Her hair falls somewhere in between, making finding hair products that work for her a challenge.

    Once she passed the age of three, her hair texture changed (I had used baby shampoo up until then) – we tried everything (and I do mean everything) – until I found Just For Me. We found that it wasn’t too heavy (like many African American haircare brands we had tried) and it provided conditioning, something that we found was lacking in the “mainstream” hair care brands. 

    My son’s hair texture is different than my daughter’s and we found that Just For Me has products to suit his needs as well.

    Q&A: I Spoke to Strength of Nature's VP of Marketing, Kelly Keith 

    In 2018, I had the opportunity to work with Kelly Keith, the vice president of marketing, Premium Brands at Strength of Nature who directly oversees the Just for Me Brand.

    Strength of Nature had just created a new product line under the Just for Me umbrella called Curl Peace.

    Editor's Note: This interview with Kelly Keith (KK) is conducted by Elle Morris (EM). It provides insights into marketing to multi-racial children.
     
    EM: How did you determine that there was a new opportunity in the black and mixed-race children’s haircare segment for the Just For Me brand? When did the ‘natural hair movement’ begin to surface and how long do you see it continuing?

    KK: We’ve all witnessed the literal growth of the “ethnic hair care aisle” over the last decade. As options have increased for women of color in general, we thought it was only natural to offer more options for their children as well. 

    Just for Me Curl Peace features eight products free of mineral oil, petrolatum, and parabens for easier wash days added moisture and gentle, longer lasting styles. Just for Me Curl Peace is a curly hair solution specially created for busy parents looking for gentle products that make it easier to style natural hair with fewer tangles and no tears. Our formulas promote confidence in parents and kids, who know their hair will look its best.

    I don’t think this is a trend; I believe that all of these options are needed and it just shows that demographic shifts and changes are occurring in America.

    EM: Given your heritage brand position, did you feel it would be challenging to market to moms and caregivers who may have used the product themselves and associate it only with chemical treatment of hair?

    KK: The products will speak for themselves. We’ve been doing some early seeding with influencers and media and the feedback has been great. These products really work and once parents see what they can do, I am convinced they’ll trust us to deliver.

    EM: How did you educate your core consumer who may now be considering using Just For Me for their children, grandchildren?

    KK: We could have launched Just for Me Curl Peace as a standalone brand, but we felt it was important to connect it to the Just for Me history. What we’re really trying to say to parents is, you want options, and we’ve created them for you. There is no judgment here; if you want to use a relaxer, we’ve got you. If you want to go natural, we’ve got you, too.

    EM: How important were the brand architecture strategy and package design delineation in telling the story at shelf?

    KK: It’s incredibly important; first and foremost, we want parents to know that this is a solution for their sons and daughters. It was important for us to visually communicate that.

    And we’ve also received feedback from some parents that their tweens love it, too. They feel like the products are made just for them and they feel very connected to the brand. It’s really been rewarding to witness the rollout of the brand and our feedback thus far.

    EM: What did the insights from informal consumer research tell you and how were you able to activate on it?

    KK: We really wanted to understand the needs of parents and their children, and innovate around that, versus constructing our own narrative and hoping we hit the mark. We heard loud and clear that children want some sort of autonomy over their personal care and that parents want to make sure the products are safe, effective and offer confidence. I believe we’ve delivered on all fronts.

    EM: How did you discover that the move from feature-oriented product positioning to ‘brand love’ would resonate with your target consumers?

    KK: This has been a trend in general in the beauty and personal care categories. The more we invest in getting the consumer to love the brand overall, the more we can introduce new products and also create an intimate relationship with our customer, which is what we want.

    We want to create and innovate around our customer needs, and really create products that offer solutions. And specifically, our Instagram channel provides us with a great opportunity to interact with customers and get their direct feedback.

    EM: Describe the Curl Peace concept and why it’s critical to the brand’s essence.

    KK: Parents deserve products that make natural hair care quick and easy, so we started by taking the tears out of detangling. Formulated with gentle ingredients like Shea Butter, Raw Honey and Marshmallow Root Extract, Just for Me Curl Peace leaves natural hair tangle free, moisturized and soft.

    With Just for Me Curl Peace, hair care time can become a special moment for bonding that draws parents and children even closer, and a moment of celebration for kids with natural hair. This is really the ethos for the brand and why we created the products. It’s about those special moments around hair that parents share with their kids in the early morning or at night.

    EM: Beyond the packaging, how has the brand activated on the new position and in what channels?

    KK: We are literally just getting started. There is so much more to come for Just for Me Curl Peace, and we’re especially excited for the summer and back-to-school. We have some exciting plans that we look forward to sharing very soon.

    Watch this video and then scroll down -- the interview continues below.
     
     
     
     
    View this post on Instagram
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Madison (@redlilmissy) on Mar 21, 2019 at 10:45am PDT



    EM: How long has the new positioning, packaging et al been in the market and what’s on the horizon for the brand?

    KK: The products have been on shelves for several months, and we are getting great reviews. Our Curl Box sold out in one day, and this is only the beginning! I can’t tell you how excited I am for what’s to come this year for Just for Me Curl Peace.

    There Are More Options Than Ever, But Moms of MultiRacial Kids Need Tips

    While there may be more options than ever to empower multicultural consumers and families seeking to embrace their natural textures, there are still hair care hurdles to overcome.

    Along with products that address the needs of multicultural textures comes a need for education and skill.

    Moms in transracial and biracial families may find themselves struggling through the wash day, detangling and styling processes with their kids due to a lack of knowledge and experience. This could be a real issue for kids in environments when bullying is present in a group -- it can  leave them feeling ostracized due to the appearance of their hair.

    In an increasingly cluttered category, the brands that will rise to the top will not only be efficacious and stand out on shelf, they’ll educate the consumer on best practices and techniques for multicultural hair care.
    ABOUT THE AUTHOR

    Ms. Elenita (Elle) Morris is President & CEO of SnapDragon, a female-owned and led global brand design consultancy.  Follow Elle on LinkedIn.
    About Strength of Nature

    Strength of Nature’s legacy began with one man’s dream, Mario de la Guardia, Sr., who brought his family from Cuba to the United States with no money and sheer ambition. He worked his way up at Carson Products and invented Dark & Lovely’s no-lye relaxer, which totally revolutionized the hair care industry.

    His son, Mario de la Guardia Jr., followed in his footsteps and started Strength of Nature in the year 2000.

    Although it is a global hair care company with distribution in countries throughout the world, at its core Strength of Nature is a family business that prides itself on creating affordable yet exquisite hair care for women of color.

    Strength of Nature has a portfolio of brands that are a mixture of heritage and legacy brands and brands that have been developed in-house by the Strength of Nature team.

     
    Related Searches
    • marketing
    • Distribution
    • hair care
    • package design
    Suggested For You
    Beautycounter Names New Executives Beautycounter Names New Executives
    L L'Occitane Joins the Business Call to Action Forum at the UN
    Influenster Announces its 2019 Reviewers Influenster Announces its 2019 Reviewers' Choice Award Winners
    Refillable Packaging — A New Push Toward ‘Green’ Refillable Packaging — A New Push Toward ‘Green’
    Target Reveals ‘Clean Beauty’ Icon for Fast Selection Target Reveals ‘Clean Beauty’ Icon for Fast Selection
    Raw Sugar Living Is One of America Raw Sugar Living Is One of America's Fastest-Growing Private Companies
    SnapDragon Launches Global Brand Consultancy SnapDragon Launches Global Brand Consultancy
    Visualize Applicators That Match Market Trends Visualize Applicators That Match Market Trends
    Will Coty Buy Kylie Cosmetics? Will Coty Buy Kylie Cosmetics?
    The Halal Cosmetics Market Presents Huge Growth Opportunity The Halal Cosmetics Market Presents Huge Growth Opportunity
    Demand for Organic Products Drives Personal Care Contract Manufacturing Demand for Organic Products Drives Personal Care Contract Manufacturing
    Nu Skin Appoints Chief Transformation Officer Nu Skin Appoints Chief Transformation Officer
    Japanese Beauty Trends – 2019 Japanese Beauty Trends – 2019
    A Three-Tier Approach to Making Packaging Personal A Three-Tier Approach to Making Packaging Personal
    Givaudan Acquires AMSilk Givaudan Acquires AMSilk's Cosmetic Business

    Related Expert's Opinion

    • Bottles/Jars | Caps/Closures | Design Capabilities | Hair Care | Plastics
      Good Advice for Hair Care Brands

      Good Advice for Hair Care Brands

      How have ‘Co-washing’ and ‘No-poo’ become raging trends?
      Elle Morris 02.26.17

    • Hair Care | Skin Care/Sun Care

      The Other Face of Beauty?

      Pearlfisher's Sophie Maxwell says there are many opportunities for the unmentioned and unaddressed side of beauty.
      Sophie Maxwell, Futures Director, Pearlfisher 12.04.13

    Breaking News
    • Firmenich Wants You To Smell & Taste the Pantone Color of the Year
    • L'Oréal Paris - And Celebs - Celebrate 14th Annual Women of Worth
    • Henkel's göt2b Partners with DJ Pauly D
    • WWP Wins Three NJPEC Awards
    • Cat-Themed Beauty Collection to Launch in Japan
    View Breaking News >
    CURRENT ISSUE

    October/November 2019

    • ADF&PCD Wraps Up in New York
    • Turnkey, ‘Clean Beauty’ and Color Trends Spark Talk at MakeUp in NewYork
    • Cosmoprof NA Points to ‘Re-Focused’ Directions in Packaging
    • Low MOQs? No Problem
    • Sizing Up the Skincare Market
    • Top 20 Global Beauty Companies
    • View More >
    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    International Scientific Society Calls for Omega-3 Blood Testing in Future Research
    Pharmactive Affron Saffron May Help Relieve Depression Symptoms
    Warmer Temperatures Could Lead to Concerning Levels of Arsenic in Rice
    Coatings World

    Latest Breaking News From Coatings World

    PPG Appoints Robert King as VP, Global Operations, Industrial Segment
    Greenkote PLC Reports Upsurge in Powder Coatings Applications on Brake Calipers
    Addipel Moves to New HQ, Expands Production Facility
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    CMR Surgical Taps New CEO
    Companies Partner to Develop Instrument-Free Molecular Diagnostic Tests
    BWXT to Produce Medical Radioisotope Germanium-68 to Meet Rise in Demand
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Antares Vision Introduces Raised Stopper Machine
    AbbVie, Scripps Collaborate on New Therapeutics
    Sanofi Pasteur Awarded HHS Pandemic Flu Vax Contract
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Firmenich Wants You To Smell & Taste the Pantone Color of the Year
    L'Oréal Paris - And Celebs - Celebrate 14th Annual Women of Worth
    Henkel's göt2b Partners with DJ Pauly D
    Happi

    Latest Breaking News From Happi

    Caribbean Natural Taps New Sales Rep.
    HCPA Responds to 1,4-Dioxane Bill
    MAC Introduces Lip Lacquer
    Ink World

    Latest Breaking News From Ink World

    ePac Flexible Packaging Expands into Asia Pacific Market
    Smurfit Kappa Announces Board Changes
    Haney, HP Developing Sustainable Fashion Packaging for Heron Preston
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Interket UK purchases third MPS flexo press
    Michael Ring named EVP of W+D North America
    Polykote announces new UV inkjet labelstock
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Fitesa Buys Freudenberg's South American Hygiene Business
    Fameccanica Partners with Aeroflex
    Nice-Pak to Offer Sustainable Solutions to Every Customer
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    InVivo Therapeutics Attains 25 Percent Enrollment in Spinal Cord Injury Study
    BioPrax Biofilm Disruption Device Granted FDA Breakthrough Device Designation
    Orthofix Appoints New Spine Business Leader
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Osram’s Managing Board Invites ams to Talks About Future
    Yole: Emerging Printing Fills Gap for Rising Electronics Applications
    European Industries Lead New Graphene Flagship Projects to Shape EU’s Environmental Future

    Copyright © 2019 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.