Beauty Store Business

APR 2014

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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42 April 2014 | beautystorebusiness.com Strength of Nature Global president Mario de la Guardia discusses his great success in the multicultural haircare market. by Tracy Morin MARIO DE LA GUARDIA, PRESIDENT OF STRENGTH of Nature Global, oversees an ever-growing empire that boasts 10 brands in the multicultural market—all produced in the company's 250,000-square-foot facility in Savannah, Georgia. With 200 employees and a presence in dozens of countries worldwide, there's no denying de la Guardia has a finger on the pulse of his target consumers, African- American women and Latinas. In fact, thanks to recent acquisitions of three brands from Unilever, his business is now expanding to a second shift, operating 16 hours per day to meet demand. Recently, Beauty Store Business chatted with de la Guardia about current trends and future forecasts within this burgeoning market, among other things. Photography by Armando Sanchez; logos courtesy of Strength of Nature Global T h e M u l t i c u l t u r a l H a i r c a r e M a e s t r o . i n d d 4 2 The Multicultural Haircare Maestro.indd 42 3 / 5 / 1 4 1 : 4 0 P M 3/5/14 1:40 PM

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