Urban Call - Cantu

URBAN CALL — HEALTHY LIVING EVERY DAY!

Cantu Beauty keeps consumers first with new rebrand Cantu has been the go-to brand for curl friends around the world and for good reason. By creating products that embrace all hair textures and collections made specifically for kids, men, and skin, this awardwinning brand has built long-standing trust by continuing to keep consumers first. They have done it again with their new rebrand and refresh. Listening to their consumers and collaborating with Cosmetic Chemist & Beauty Industry Expert, Erica Douglas, also known as Sister Scientist, Cantu reformulated their bestselling Shea Butter Leave-In Conditioner to add more moisturizing and conditioning products that improve absorption. Consumer feedback also helped to create the modernized, vibrant packaging, color-coded to indicate specific product type. “Our goal is always to evolve our brand just as our consumers evolve but in a way that still remains true to our core identity that our loyal consumer base knows and loves,” says Dametria Kinsley, Vice President of Global Marketing at Cantu.

Watch the full As You Are campaign video and Cantu’s celebration of showing up as your authentic self and stay connected with Cantu Beauty on Instagram, Facebook, and Twitter or visit them at cantubeauty.com.

2/5/7

SMSi Healthy Living Solutions, Inc. Founder & CEO

Lafayette Jones

Publisher, Urban Call; SMSi-Urban Call Marketing, Inc. President & CEO

Black leadership always matters Recognizing industry contributions by companies with leading Black executives, Urban Call is publishing a series about these leaders and their business. We begin with the successful Cantu Beauty business contributions.

Cantu’s diverse leadership team’s “lived experiences” empowers Black and Brown communities with support: a $150,000 UNCF HBCU donation; a Women Empowering Nations partnership; girls of color mentorships in the US, Europe & Africa; and a $250,000 investment supporting training in Girls Leading Our World.

SMSi-Urban Call Marketing, Inc Winston-Salem, NC 27103 E-Mail: SMSiPartners@smsi-net.com

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Urban Call

Dametria Mustin, Global VP

Cantu Brand Global Leadership Team Melissa Carnegie, Global Comm.

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Nikia Bowman, Brand Director

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“You inspire the world on your own terms, showing us how you love your hair to your skin, who you are. As your needs evolve we evolve together, from the big chop to the blowout, we’ve been there. For your curls, coils, your natural, nurturing your journey with care, wearing your heritage, empowering your community.

You are bold, you are beautiful as you are.” Cantu

See the Cantu Collections

Perry Merrity, Global VP

Inside...

As You Are

Sandra Miller Jones

For a digital copy of Urban Call visit: Issuu.com/ SMSiUrbanCallMarketing.com

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YOU ASKED AND

We Listened!

NEW & IMPROVED CANTU LEAVE-IN CONDITIONING REPAIR CREAMS

NO DRYING ALCOHOL, NO SILICONES, MORE MOISTURIZING

Provides intense moisture leaving hair soft & manageable Formulated for damaged, dry or coarse hair Mends breakage & split ends, and reduces frizz #CantuAsYouAre | @cantubeauty | learn more @ www.cantubeauty.com

URBAN CALL — HEALTHY LIVING EVERY DAY!

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Cantu’s commitment to community Cantu Beauty is dedicated to serving Black and Latina communities by inspiring the female leaders of tomorrow. Through the brand’s partnership with Gyrl Wonder, a non-profit organization giving rise to ambitious young women of color, the cohort gains access to resources, events and programming to help foster their ambitions, build self-confidence, and establish mental wellness while transitioning through their personal and professional endeavors. Programming in 2022 commenced with the #GyrlGetHired series that culminate in an in-person, one-day event underpinning that the key to success starts from within. The event equipped this year’s Gyrl Wonder cohort with the resources to not only look their best, but perform their best.

Additionally, Gyrl Wonder and Cantu coordinated a dinner to honor 2022 college graduates, host career fairs and headshot pop-ups across the country, as well as several other program under the banner of #GyrlGetHired.

Cantu hosts workshops and leadership training for young women across the globe Cantu & Braintrust Founders Studio Teams award winners of their Pitch Competition during Essence in New Orleans 2022.

Through their brand-owned initiative, Cantu Elevate, the brand elevates Black female entrepreneurs by providing education-first programming and best practices for building a successful beauty brand. In its inaugural Elevate program, Cantu partnered with 25 Black Women in Beauty, an organization that offers networking and career placement opportunities to female rising stars.

The program consists of virtual workshops that discuss cornerstones of beauty marketing including social media management, public relations and executing digital campaigns to help these up-and-coming brands thrive within a competitive and ever-changing beauty industry.

At the conclusion of the workshops, three attendees are chosen to receive a Cantu sponsored marketing campaign.

Cantu has joined forces with Women Empowering Nations, a non-profit organization providing mentorship and professional development for girls of color from marginalized communities by hosting career-readiness workshops and leadership training for young women across the globe. Fifty young women ages 17-23 from Nigeria, Ghana, South Africa, United Kingdom, France and the United States have been selected to partake in the Girls Leading Our World (GLOW) Global Cohort, an interactive leadership experience.

The virtual program will feature female executives ranging from various entrepreneurial and leadership backgrounds who lead workshops exploring career development, public speaking, professional branding and executive leadership.

Partnership programming will continue in this summer, with the GLOW Virtual Summit, an event hosting thousands of young women leaders through engaging workshops. From the summit, 10 young women will advance to the Cantu GLOW Global Fellowship, where two participants from each country will intern at Cantu Beauty. The fellowship will conclude with a capstone and group travel seminar in Nigeria this fall with a Cantu executive meet and greet, service projects, and career workshops.

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New Look.

SAME AWARD WINNING

C leanse, Condition & S tyle

Previous

URBAN CALL — HEALTHY LIVING EVERY DAY!

CARE.

#CantuAsYouAre | @cantubeauty | learn more @ www.cantubeauty.com

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Super living with Superfoods Healthy living is not only from the inside out, but also from the crown of your head to the soles of your feet. Keeping consumers first, Cantu developed their Superfood Collections to strengthen, smooth, and hydrate curls, coils, and waves. The Avocado Collection hydrates dry, brittle curls and offers ultimate curl definition. The Grapeseed Collection deeply cleanses to remove buildup to strengthen and restore over-processed hair. The Flaxseed Collection helps protect hair against humidity to nourish and smooth strands.

The newest member of the Superfoods family, the Guava & Ginger Collection soothes, exfoliates, and stimulates itchy scalp and promotes length retention. These collections are sulfate-free with no harsh ingredients. These collections are created for all hair types and textures. What’s your flavor?

10 HEALTHY LIVING TIPS Keeping Your Brain Healthy

The SMSi Companies Corporate Offices 51 E. Fourth St., Suite 1702 Winston Salem, NC 27101-4257 Office: (336) 759-7477 Fax: (336) 941-3547

SMSi & Urban Call Community Outreach Office Goler CDC Center 899 North Liberty Street Winston Salem, NC 27101 Office: (336) 759-7477

Issuu.com/Smsiurbancallmarketing.com

SMSi-Urban Call Marketing, Inc. Video Production Manager: President and CEO; Chris Downey, Downey Digital Urban Call Publisher: Lafayette Jones Photographer/Videographer: Executive Editor: Alan Cronk Donevan Cherry, CherVeli Media Production Manager: Jodi S. Sarver Warehouse, Collation & Shipping Digital Services Director: Managers: Mark Thomas, Glendell Jimmy Davies, Every.Black Warner Marketing Manager: EA Green, Opin Media

SMSi Healthy Living Solutions Inc. SMSi Founding Chair and CEO: Sandra Miller Jones Administrative Support: Constance Baker Harris National Logistics Manager: Camille Allen Director, Financial Services: Roslyn Hickman Prokect Manager: Barbara Brown

Field Ambassadors: Pam Horton, Ervin Baker Agent Ambassadors: Charlie Bethea, Alvin Borders, Yvette Canty, Constance Baker Harris, Talaya Loyd, Sharon Lyles, Natalie Nicholson, Debra Shore, John Wall

SMSi Community of Networks

Find Us Available at Fine Retailers and Independent Beauty Stores Near You

URBAN CALL — HEALTHY LIVING EVERY DAY!

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Cantu’s Superfood Collections MAINTAIN MOISTURE WITH CANTU'S NEWLY EXTENDED AVOCADO COLLECTION! STEP 1: Moisturize with the NEW lightweight Cantu Avocado Elixir to help simulate the scalp & promote healthy hair.

STEP 2: Set & Style with the Avocado Hydrating Mousse to help define & hold frizz-free curls.

NEW!

Learn more at www.cantubeauty.com

FEEL THE RELIEF WITH CANTU’S LATEST GUAVA & GINGER SUPERFOOD COLLECTION! STEP 1: Say goodbye to dry, itchy scalp by cleansing with the NEW Guava & Ginger Anti-Dandruff Shampoo.

STEP 2: After cleansing, condition with the strengthening protein masque followed by the moisturizing hair lotion for defined curls, coils, and waves!

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Cantu leadership in the community

Perry Merrity Global Vice President, Sales Strategic Leader

Nikia Bowman Global Brand Director Brand Architect

Melissa Carnegie Global Head of Communications Community Connector

Dametria (Mustin) Kinsley Global Vice President, Marketing Entrepreneurial Visionary

Perry Merrity is a dealmaker, born and raised in Texas and currently living in Los Angeles. He is a strategic leader, sales guru, and an established leader in the textured hair industry in domestic and international markets.

Established in the late ’90s in senior level sales roles, working with wellknown brands Dr Pepper, Velcro, Taco Bell, and niche brands Clopay and Boye.

He’s most proud of being a man strong in his faith, son to an amazing mother, husband to a beautiful woman who said “yes” twice and a boy dad.

Knowing that “one size doesn’t’ fit all” by helping to make ideas and dreams come to life on shelf is his passion and goal. His focus is to ensure the Cantu brand is available wherever and whenever the customer wants at an affordable price.

Aligning with the “Cantu Cares” goal of giving back to the community, Perry is active contributing and partnering with Habitat for Humanity, Susan G. Komen, Texas Southern University and Unity Unlimited/Opal’s Walk.

With over 200 items in the Cantu portfolio, Perry’s favorite is the Coconut Curling Cream. “I love hearing customers, friends and family say how it makes their curls “pop.”

Nikia Bowman is a product architect, an admitted Army “brat,” living in Connecticut, but calls Atlanta “home.”

She built a career that mirrors her personal passions. Having accelerated growth for brands like Philips Sonicare, Cuisinart, and Dr Teal’s.

Currently turning her skills inward as Cantu Beauty’s Brand Director where she is helping to shape the very brand that she grew up using. At every touchpoint, from product ideation to development and retailer promotions, she leads with authenticity. When she isn’t building products for the brand, she spends time with her son, daughter and husband traveling to exotic locations in the Caribbean.

Driving brand availability and product development with a hyper focus on addressing consumer needs, she works to innovate and ensure the textured hair consumer has their needs answered.

“Whether you’re rocking coils, curls, waves, or straight tresses, Cantu designs products specifically with you and your hair’s versatility in mind.”

The NEW Guava & Ginger collection is Nikia’s favorite in the Cantu assortment. As the lead on the collection, she helped design, she loves “…the sensorial feel of the products, the fragrance, and the efficacy of the ingredients.”

Melissa Carnegie is a community connector. After founding her lifestyle blog MelissaChanel in 2011, she parlayed a bustling influencer career into a professional brand that connects people to communities and puts products in the hands of those who need it most.

After crafting social media strategies for brands like Rug & Home and Girl Scouts USA. She locked in an influencer partnership, turned ambassadorship with Cantu Beauty that ultimately grew to her career as the Global Head of Community & Communications. Mom to a “bonus” daughter and wife to a future Chiropractor, she enjoys mentoring new influencers, travel and spending time with family and friends in Charlotte, NC. Focused on cultivating relationships, she knows the community comes first.

“We would not be the brand we are without the support of our community.”

Her ear is always to the ground listening to what the consumer wants from innovation to accessibility.

With improved formulas, The Cantu For Natural Hair range is Melissa’s favorite collection. It helps achieve everything from cutting-edge looks to classic styles. “I love the classic Cantu scent, moisturizing ingredients, and the variety in the collection from deep conditioning to retwisting, and even roller sets my styles are always covered with this collection.”

Dametria (Mustin) Kinsley is an entrepreneurial visionary. As the longest tenured employee on the brand, she is a maven of the hair industry, international marketing, product development and brand management having launched products and high-impact initiatives that have resulted in increased growth for leading beauty companies.

Family and fellowship are what drive and guide her. As the Senior Marketer for Cantu and head of Diversity, Equity, and Inclusivity for PDC Brands, she understands that representation matters and turns her attention forward as she helps craft the vision for what a brand who authentically shows up for their consumer looks like.

A native of Tennessee, wife, and mother of two toddlers, she currently resides in Atlanta. She knows crafting entrepreneurship initiatives to pay it forward and community partnerships to give back, are necessary. “Cantu has a goal to help create platforms for marginalized communities that allow consumers to see themselves in all of their shapes, sizes, and hair types.”

The Curl Activator Cream has been her favorite Cantu from day 1! “It is not too heavy nor too light - it defines and smooths without weighing my hair down. Perfect to rehydrate my curls on day 2 and 3 as well.”