Charlene Dance knows a thing or two about producing campaigns and serving on platforms that promote the inner and outer beauty needs for women of color. The marketing maven behind Strength of Nature Global (SON), a company with a portfolio of iconic ethnic brands including African Pride and Soft & Beautiful Botanicals®, is paving the way to ensure consumers of color are fully satisfied in their product choices. She makes it her prerogative to address all demands surrounding healthy hair. In a $700 million industry, Dance’s role provides innovation and trust to the multi-generations of devoted users of the brands. During an exclusive conversation with EBONY.com, we learn about the businesswoman’s career roadmap, her overall mission at Strength of Nature and her personal hair care secrets.
The Influencer: Charlene Dance
The Job: Global Marketing Director
The Company: Strength of Nature Global (SON)
The Brands: Profectiv MegaGrowth®, African Pride®, Dream Kids®, Beautiful Textures™, Elasta QP®, Soft & Beautiful®, Soft & Beautiful Botanicals®, TCB® and Pro-Line®
The Credentials: B.A. in Social Science from Adelphi University of New York and Graduate; M.A. in Program Research and Development from State University of New York at Stony Brook
The Mission: “Making sure we create affordable hair products while reaching a multicultural audience, who are dedicated to improving their hair care needs. We are in a time where so many options are available, so we must make sure our consumer needs are being met. Our products work for various types of hair for our target audience so that they can achieve the hairstyles they desire.”
The Hair Diary: “It’s all about loving your hair and daily maintenance. Growing up, I really abused my hair, but now my goal is to protect and take the proper steps for a healthy head of hair. And of course my cabinet is stocked with Strength of Nature brands like African Pride, Elasta QP and Beauty Textures.”
The Marketing-Success Story: “Everyday is different but it starts by working with people who are able to carry out successful marketing strategies. Formal education is only 50% of the job, and the rest is applying the skills you honed over the course of work experiences. Having the ability to work well with others and meeting benchmarks, via a 360 degree marketing model, has been successful due to sales, recognition and awareness in various brands.”
The Messaging: “This is not really a trend, but I have noticed the positive messaging surrounding beauty and hair on multiple social media platforms. The sharing of information is similar to grass roots campaigning, which works well for our company. The main thing to remember is staying abreast and becoming involved in the ongoing dialogue, which means engaging in social media, blogs and vlogs, reviewing TV and magazines as well as attending events pertaining to women of color and how they see and take care of hair.
What’s Next: Besides being the sponsor for the 2016 Dress for Success’ Living the Dream Women’s Empowerment Summit, a few of your favorite lines will re-emerge. “The re-introduction of Motions and Just for Me brands are top of my list. 2016 will be a great year for the company, and I am excited for the company as well as consumers to see what we have in store for them,” she says.
To find out more information about Strength of Nature’s brands visit strengthofnature.com.
Keep Up With Charlene on Twitter and Instagram and Beautiful Textures on Facebook.