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52 April 2014 | beautystorebusiness.com events and shows and have success, but it's limited to select brands. How do you appeal to consumers of various ages? It starts out with the communication of the brand itself, from the graphics to the fra- grance to the benefits it delivers. With the Soft & Beautiful brand, which has a young consumer base—though in the past it may have been marketed to consumers ages 25 and older—we're looking at the color of the graphics, fragrances, benefits such as conditioning and shine, etc., and trying to make the product appeal to a younger consumer—ages 16 to 24. With ElastaQP, we might go after the 25-to-40 age market, so the fragrances might be more floral and have a mature appeal, and the formulas might be about preventing damage or solving dryness problems. We look at the main benefits and find out where we want to take that brand into the future. Then we can begin to make changes to the brand to move it in the right direction. Are there any key people in your company or key achievements you're particularly proud of? We're a pretty young company, and we've managed to accomplish a lot in a short period of time. I'm very proud of the fact that we took African Pride, which at the time was a fledgling brand that had lost mass distribution, and we were able to revitalize the brand, gain mass distribu- tion and lead it to become one of the top brands in distribution. We're very proud that we have a grassroots-focused mar- keting and public-relations strategy, which is led by our global marketing director, Charlene Dance. When Charlene joined the company, there was no digital presence for any of the brands. Now we have a strategy that is very social media-heavy, which has had a direct impact on our visibility and brand awareness in the marketplace. Charlene was recently named one of Black Enterprise's Top Women of Power, and last year she was named one of Rolling Out's Top 25 Women in Atlanta, so her influence is definitely being recognized among her peers. Lastly, my father celebrated his 80 th birthday and has been in the industry for more than 50 years. There was an event honoring his achievements in the industry. What is the best way for someone to contact you? The best way to reach us is to contact our sales and marketing team. For sales inquiries, potential partners should reach out to Tara Coleman (tara.coleman@ songlobal.com) and Michael Judson (michaelj@songlobal.com). For market- ing and public-relations inquiries, please contact Charlene Dance at charlene@ songlobal.com. Would you like to add anything else about your business? Our whole philosophy here is that there is such great opportunity in the multicultural beauty business. There is unlimited poten- tial because of the growth of the category and consumer as far as new ways to style the hair. It opens up different levels of entrepreneurship in our business, and we think our company is well positioned to take advantage of that because we have the desire to innovate. We have great chemists and marketing people and know the pulse of the market. We can quickly turn product around and give great satisfaction and a variety of brands at different price points. That puts us in a really great position to be one of the leaders in this industry in the next five years. ■ Tracy Morin is a freelance writer and editor based in Oxford, MS. Bold lashes without the bulk! Introducing Godefroy PermaCurl is an easy to apply gel that transforms fine, limp lashes into dramatic long-lasting curls. UÊEasy to apply and remove UÊes not flake or dry out lashes UÊCan be used with or without mascara UÊlds curl all day Before After Innovative Beauty Products, LLCÊUÊArlington, TX 800-854-9809ÊUÊwww.godefroybeauty.com Global marketing director Charlene Dance 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 5 2 The Multicultural Haircare Maestro.indd 52 3 / 5 / 1 4 1 : 4 2 P M 3/5/14 1:42 PM