00:00Often when we're speaking to African-American women,
00:03we think the only difference is their skin is brown
00:06versus general market.
00:07And there are so many different nuances,
00:09so many different things.
00:11And it's important for me that we bring that through,
00:14not only in the products that we create,
00:16but also the marketing that we do.
00:23So Strength of Nature has over 15 brands.
00:26And on a daily basis,
00:28I would say the most important thing that I do
00:30is I try to represent the consumer.
00:33I'm the voice of the consumer.
00:35So over those different brands,
00:36we have priority brands like Afro-Sheen,
00:39which is coming out soon.
00:41Dr. Miracles, Just For Me, which is kids' brand.
00:44And I create different products.
00:46All the products you see on the shelf,
00:48which we call MPD,
00:49we do the campaigns to launch those products.
00:52And we also do different consumer research
00:55so that we can come out with products
00:56that the consumer's looking for.
00:58We want to be the pulse of the consumer
01:01and make sure that we're addressing her needs always.
01:03So I see what I do being the head of marketing
01:06as an incredible responsibility.
01:08I am the voice of the consumer.
01:10So it is important that I keep abreast
01:13of what's going on with trends,
01:15what's going on with the consumer,
01:16what she's thinking, what she's feeling.
01:18And that's not easy,
01:19because we're not all the same.
01:21We want to be authentic.
01:22We want to speak to her in a way that resonates with her.
01:25And her can be many different people.
01:27It's not just one way.
01:28That's the incredible responsibility that we have
01:31in marketing to make sure that we are,
01:34if we're speaking to mom for Just For Me,
01:36we're speaking to her differently
01:38than we would speak to a millennial that's using Afro-Sheen.
01:43So it's just multiple voices, multiple interests,
01:48multiple things that they're interested in.
01:50It's really important for me
01:51to just be authentic and true to that.
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