Strength Of Nature Global Brands Selects Finn Partners Multicultural As PR Agency Of Record For Expanding Portfolio Of Iconic Hair Care Brands For Women Of Color

Jun 18, 2014, 09:00 ET from Finn Partners

NEW YORK, June 18, 2014 /PRNewswire/ -- Ethnic hair care category leader Strength of Nature Global Brands, LLC, today announced that public relations and digital communications firm Finn Partners and its Multicultural & Image Marketing practice has been selected as agency of record for the company's expanding portfolio of hair care brands designed exclusively for women of color.  As a leader in the ethnic hair care market with products ranging from at-home relaxer kits and styling aids to revolutionary texturizers that allow women to manage and change the texture of their hair at will, Strength of Nature's growing handprint in the industry has led the company to consolidate its marketing communications initiatives in partnership with a full-service firm with global resources and insights to both the category and target consumer. 

Finn Partners' Multicultural & Image Marketing Group will be charged with developing strategies to extend Strength of Nature's impact in the ethnic hair care category with the goal of further engaging the brands with consumers and retail partners around the world.  The assignment includes managing media relations, creative, sponsorship activation and corporate relations for Strength of Nature, whose brands include the iconic Soft & Beautiful® and Soft & Beautiful Botanicals® line of treatments and styling aids as well as African Pride®, Beautiful Textures®, Elasta QP®, Mega Growth®, Pro-Line® and TCB®. 

"Strength of Nature holds the largest ethnic portfolio of hair care brands and is committed to advancing our mission as the hair care company of choice for women of color who are seeking high-quality, affordable beauty options," says Charlene Bastien-Dance, global marketing director for Strength of Nature.   "We are very excited about Finn Partners coming on board, as they have the breadth and depth of expertise in the market as well as an understanding of the unique DNA of our brands and our business model."  The campaign will be overseen by Ms. Dance and Helen Shelton, senior partner of Finn Partners and director of the firm's multicultural practice.

Savannah, Georgia-based Strength of Nature acquired Soft & Beautiful, TCB and Pro-Line flagship brands from Unilever North America in December 2013, heralding a new era for the company as it seeks to expand its product offerings and innovations in the marketplace.  With this exponential growth, the company has also expanded its sales and marketing team to include Business Development Managers Tara Coleman and Michael Judson as well as Marketing Brand Manager Camila Crews

About Strength of Nature Global, LLC

Strength of Nature Global is the choice manufacturer of innovative hair care solutions that specifically address the critical hair care needs, styling, and desires for consumers of color.  Strength of Nature is committed to providing consumers with innovative treatments and styling aids that recognize and honor their right of styling choice.  The company's portfolio of brands includes a range of products that celebrate the diversity of its consumers and their hair choices, whether they wear their hair natural or in relaxed styles.  These include: African Pride, ElastaQP, GrowthRenew®, Mega Growth, Profectiv®, Relax & Refresh®, Soy OYL®, TCB, SmartPerm®, and Profectiv Professional®. 

Strength of Nature Global products are sold primarily at beauty supply stores and leading food, drug, and discount retailers, including Dollar General , Family Dollar, Sally's Beauty, Walmart and Walgreens.  Strength of Nature is based in Savannah, Georgia. 

About Finn Partners

Finn Partners was launched in late 2011 to realize Peter Finn's vision to create a leading communications agency dedicated to shaping a bold new future in which innovation and partnership are strong drivers of the brand.  Finn Partners specializes in the full spectrum of communications services.  In addition to multicultural marketing, other practice areas include technology, consumer, travel/economic development, education, global issues, arts, health, and public and corporate affairs.

Finn Partners was named "Best New Agency" in 2012 and "Best Agency to Work For" in 2013 by the industry's Holmes Report.  Headquartered in New York City, the company has approximately 300 employees, with offices in Chicago, Detroit, Fort Lauderdale, London, Los Angeles, Jerusalem, San Francisco and Washington D.C., and has additional international capabilities through its own global network of affiliates.  DC-based Widmeyer Communications which specializes in education PR, was acquired in 2013.  Find us at and follow us on Twitter @FPMulticultural and @finnpartners.


Renee Martin

Finn Partners, Inc.


SOURCE Finn Partners