4U By Tia

4U by Tia Mowry: Turning 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. 

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

With a 90-day timeline spanning what is traditionally a crowded news cycle due to holiday pitch season, BCENE seeded product to more than 50 editors at top publications such as Ebony, Essence, Vanity Fair, The Zoe Report and Oprah Daily to help secure coverage for a late January launch date.

In less than two (2) weeks, BCENE:
★ Earned 3.86B impressions and 200+ media mentions
★ Landed 40 placements with exclusive coverage at WWD (trade) and POPSUGAR (beauty)
★ Secured a broadcast interview in front of 5.2 million viewers on The Jennifer Hudson Show
★ Coordinated an interview on Refinery 29’s Gloss Angeles – the highly revered, top 10 voted beauty podcast with more than 1.5M downloads and a cult-like following

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.

Services: Media Relations, Thought Leadership, Awards