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Not only has SheaMoisture gained competitive advantage by staying true to their family brand of providing organic ingredients but by making sure to market their products to different demographics.
Richelieu Dennis recognized the need to cater to women and men with skin and hair needs that most generic beauty companies tend to neglect. He once said in an interview, "today the buying power and influence of the emerging multicultural and ‘ethnic’ consumer is undeniable. We take a problem/solution approach to hair and skin care; ethnicity doesn’t play into our product development, but hair and skin care needs do. Ethnic consumers are starting to see themselves and their needs represented in all channels."
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The company continues to gain name recognition by having its products featured in many magazines, a great example of market development. Recently, a handful of SheaMoisture's products were used in backstage at New York Fashion Week. SheaMoisture has also done a great job in the "diversification" of the company by launching "Men" and "Baby and Mommy" collections.
One can say that Richelieu Dennis and the marketing team at SheaMoisture make it so that no consumer is out of reach and won't be able to enjoy the benefits of their great products.
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