5W named agency of record for Strength of Nature

The agency's remit includes brand public relations, corporate communications, strategic planning, media relations and influencer engagement

5W has been appointed agency of record for personal care company Strength of Nature, expanding an existing relationship to support communications across the company's consumer brands and corporate profile.

The appointment will see 5W lead integrated communications for Strength of Nature's portfolio, including African Pride and Motions Xpress Shampoo Hair Color, as the company seeks to increase brand visibility across multicultural and general market haircare.

Expanded remit builds on existing partnership

The agency's remit includes brand public relations, corporate communications, strategic planning, media relations, influencer engagement, product seeding, award submissions and measurement. On the corporate side, 5W will also oversee thought leadership, executive profiling, corporate social responsibility communications and strategic partnership initiatives.

According to 5W, the expanded appointment follows previous work for Strength of Nature and reflects the agency's experience across beauty, lifestyle, multicultural marketing and digital communications.

Agency to lead integrated communications

Ashley Barton, Executive Vice President, Consumer Lifestyle & Multicultural at 5W: "Strength of Nature is doing something truly meaningful - building brands that celebrate and serve communities that have long deserved to be at the center of the beauty conversation. We're proud to amplify the products, people, purpose, and innovation behind this portfolio and help position Strength of Nature as the definitive leader in textured and multicultural haircare and personal care."

Strength of Nature said the expanded partnership will support its efforts to grow its portfolio and strengthen its position across both multicultural and general market haircare categories.

Corporate profile included in remit

Tori Davis-Artis, Chief Commercial Officer at Strength of Nature: "Strength of Nature has always been rooted in serving textured and multicultural hair with purpose, care, and authenticity. As we evolve our portfolio to reach consumers across both multicultural and general market haircare, our partnership with 5W will help amplify our story, strengthen our category leadership, and keep our brands at the forefront of innovation, culture, and community."

www.strengthofnature.com

www.5wpr.com

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