4U By Tia

BCENE Turns Up the Volume on Curl First Haircare

BCENE PR partnered with 4U By Tia, a natural hair care line from beloved actress and entrepreneur, Tia Mowry.  As a science-backed, nature-made, and totally clean-for-curls collection, 4U by Tia exclusively launched into over 4,600 Walmart stores nationwide. 

Our team seeded more than 50 launch stories during a traditionally saturated holiday season and landed pieces at top publications such as Ebony, Essence, Vanity Fair, The Zoe Report and Oprah Daily.

BCENE seeded more than 50 launch stories, during a traditionally busy holiday pitching season and landed pieces at top publications such as Ebony, Essence, Vanity Fair, The Zoe Report and Oprah Daily.

BCENE strategically positioned 4U By Tia as a better-for-you curl care collection at an affordable price point and connected Tia to the hair category with the help of expert brand ambassadors,  help the brand lead the larger natural hair movement as an accessible, better-for-you, clean brand and exponentially grew the brand by engaging new customers. 

As the industry becomes increasingly saturated, consumers are bringing forth a reckoning – demanding beauty brands to “prove it or lose it” when it comes to clean claims and seeking greater transparency and justification for high-ticket items beyond celebrity affiliation.

As a result of its efforts, BCENE:

★ Earned 3.86B impressions and 200+ media mentions

★ Landed 100+ placements with exclusive coverage at WWD (trade) and POPSUGAR (beauty)

★ Secured several national broadcast placements including TODAY and The Jennifer Hudson Show

★ Landed top tier beauty podcasts including Gloss Angeles – the highly-revered, top 10 voted beauty podcast with more than 1.5M downloads and a cult-like following