Harlem World Journal spoke to A’Lelia Bundles, the Nice-Nice Granddaughter of Madam C.J. Walker, about her fabulous historical past and a number of the initiatives she’s engaged on lately.
Ms. Bundles has been an unimaginable useful resource for HWM informing our readers and listeners with interviews and podcasts about her Nice-Nice Grandmother who lived within the Dark Tower on 108 West 136th Street in Harlem through the Twenties.
It’s nice to listen to of the brand new merchandise created in honor of MADAM by Madam C.J. Walker magnificence merchandise and that Ms. Bundles was accessible to debate the launch and the historical past behind the undertaking model. Right here’s the interview with A’Lelia Bundles:
Harlem World Journal: Who got here up with the idea for the MADAM by Madam C. J. Walker?
A’Lelia Bundles: MADAM by Madam C. J. Walker has been a mannequin of collaboration with our Sundial Manufacturers and Walmart companions. Due to Cara Sabin, CEO, of Sundial Manufacturers and Magnificence & Wellbeing North America, Unilever, I participated in early brainstorming classes about product idea, packaging, messaging, and advertising. As MADAM model historian, I shared classic photographs and Walker Firm historical past with the crew early within the course of to offer context. I particularly liked the vitality and imaginative and prescient of the creatives who actually grasped the legacy energy of the model. I’m very grateful that they honored Madam Walker’s authentic intentions whereas updating the feel and appear for a 21 st century shopper.
HWM: What are you able to inform us concerning the totally different sorts of merchandise within the line?
AB: For the launch of MADAM by Madam C.J. Walker, we launched what we name our Scalp to Strand System as a result of we wished to amplify Madam Walker’s philosophy that wholesome, robust hair begins with a wholesome, nourished scalp. We additionally wished to offer our shoppers the liberty and confidence to fashion their hair the way in which they need, at any time when they need. From pure and protecting types to heated and relaxed choices, our Scalp to Strand’s proprietary “damage-defying” expertise helps restore and strengthen textured hair from the roots to the ends. Our 11 merchandise embrace cleansers, conditioners and styling gels, serums, and sprays for particular person hair care regimens.
HWM: Do you have got any favourite merchandise?
AB: My private favorites for my wash day routine are our Revive & Reset Shampoo, Strengthen & Restore Conditioner, Break up Finish Smoothing Serum, and a small quantity of Stretch & Outline Curl Cream. For a day by day fashion refresher, I exploit a pea-size or dime-size quantity of our Great Hair & Scalp Balm-to-Oil, which was impressed by considered one of Madam Walker’s authentic merchandise. With winter coming, I do know I’ll be utilizing our On the spot Restore Deep Conditioner extra usually. Our Wholesome Scalp Serum and Strengthen & Shine Braid Spray have many followers. I like to recommend experimenting as a result of we now have such quite a lot of hair textures, so what works for me could not be just right for you. And what works in the summertime might not be what you want within the winter.
HWM: When was the launch date of the merchandise? The place can readers buy the MADAM by Madam C. J. Walker merchandise?
AB: Our line launched on January 31 st in collaboration with Walmart’s 3,000 shops nationwide and on-line at Walmart.com. We have been very intentional about having an reasonably priced worth level at a retailer with Walmart’s attain, particularly in these instances once we’re all attempting to stretch a greenback.
HWM: As we reside with COVID, nonetheless reeling from BLM, why have been the merchandise launched now?
AB: Particularly throughout instances of problem, we have to pay particular consideration to self-care and self-love. There has by no means been a time when Black individuals weren’t dealing with challenges, so we’ve at all times needed to discover methods to fortify ourselves. Typically private pampering is the easiest way to prepare for all times’s day by day challenges and to spice up self-confidence. What we see within the mirror may be very a lot a mirrored image of what we’re feeling inside.
Why now? Through the first months of COVID, most magnificence salons weren’t open so many people needed to modify our hair care regimens. This gave MADAM by Madam C. J. Walker a gap for shoppers to try us and to strive our merchandise. Many individuals who have been at house and dealing remotely had an opportunity to do a giant chop or develop their hair lengthy or experiment with pure types. Now we have one thing for all these choices.
We all know that our hair has been politicized for hundreds of years and that many people have felt the strain to evolve, however at MADAM by Madam C. J. Walker, we have a good time textured hair and advocate for the liberty to fashion your hair nonetheless you would like. We’re significantly proud that the CROWN Act was initiated by Dove, MADAM’s sister model. Our motto — Respect. Shield. Excellent. – celebrates the numerous dimensions of Black ladies and women.
HWM: How does it really feel being the Nice-Nice Granddaughter of Madam C.J. Walker and seeing how far the model has come?
AB: I’m thrilled to proceed my great-great grandmother’s legacy with the launch of MADAM by Madam C.J. Walker. It’s significantly gratifying to be in partnership with stellar Black ladies leaders at Sundial Manufacturers and Walmart as a result of they perceive the significance of incorporating Madam Walker’s spirit of girls’s empowerment in all the things we do.
We labored collectively to merge 100 years of analysis, growth, science, and expertise to make sure that the merchandise are as progressive and efficient as the unique Madam C.J. Walker line.
HWM: How totally different is the hair recipe from Madam C. J. Walker’s authentic merchandise?
AB: Our Scalp to Strand System continues Madam Walker’s objective of selling wholesome scalps and wholesome hair. Her authentic merchandise – Vegetable Shampoo and Great Hair Grower – have been revolutionary when she based her firm in 1906. Her Walker System addressed the precise wants of the instances when there have been only a few commercially accessible hair care choices for Black ladies. MADAM by Madam C. J. Walker’s progressive formulation are impressed by the unique formulation, and profit from greater than a century of analysis and growth particularly targeted on textured hair. It’s essential to me that Sundial’s laboratory crew employed 21 st century science and expertise to take Madam Walker’s authentic concepts to a brand new and equally efficient stage.
HWM: How can Harlem World Journal readers discover out extra about MADAM by Madam C. J. Walker?
AB: To seek out out extra concerning the magnificence line, you’ll be able to go to the MADAM by C.J. Walker website and our Instagram and TikTok accounts.
HWM: Do you have got any insider ideas for individuals wanting to make use of the merchandise?
AB: I’m very aware of the truth that every of us has her personal distinctive hair journey. We feature all of our ancestors and their DNA in every strand of our hair so what works for me could not be just right for you. What works for you, might not be what your daughter or your mom wants. The actual mixture of MADAM by Madam C. J. Walker merchandise that’s precisely proper through the summer season could have to be adjusted through the winter once we’re indoors the place the air is drier. If we train often, we want to pay attention to perspiration. Those that use warmth and chemical straighteners might want to deep situation extra usually. We have been very intentional about creating formulation and options at reasonably priced costs, so I hope you’ll experiment to see what works for you. Begin with Revive & Reset Shampoo, Strengthen & Restore Conditioner, Break up Finish Smoothing Serum, Wholesome Scalp Serum and
Great Hair & Scalp Balm-to-Oil. My recommendation actually is to be type and affected person with your self in your hair journey. Study what works for you and what flatters you.
HWM: Is there something you wish to add, resembling the reason why readers will take pleasure in merchandise?
AB: Throughout each step of the method, we have been aware of attempting to design merchandise that addressed the numerous aspects of at present’s Black ladies and women. As Black ladies, we all know the significance of being seen and the ability of group and self-love. We’re happy with our MADAM by Madam C.J. Walker magnificence line not solely due to the unimaginable merchandise however as a result of our model’s founder nonetheless conjures up us. Within the spirit of Madam Walker, we all know there’s nothing extra highly effective than a Black lady who believes in herself when she goes out into the world!
HWM: As ordinary, thanks for an incredible story and good luck with the brand new MADAM by Madam C.J. Walker magnificence product line.
AB: Thanks.
HWM: Thanks.
The Problem
How might we now have a brand new product launch and never have a reader Problem. So, we challenged reader Susie to check a number of the new MADAM by Madam C.J. Walker magnificence merchandise. Right here’s the interview:
Harlem World Journal: How did you utilize the product?
Susie: I used the Revive and Reset Shampoo twice for laundry my hair. I put the Strengthen and Restore Conditioner on my hair whereas nonetheless moist, left it in for quarter-hour, after which washed it out. Later I put the Clean and Smooth Warmth Protectant Spray on my hair whereas nonetheless moist and blow-dried my hair.
HWM: How did it really feel?
Susie: The shampoo and conditioner made my hair really feel delicate and silky
HWM: Was it laborious to clean it out?
Susie: No, because of it being silky it was simple to clean out.
HWM: Did you just like the product?
Susie: Sure, I did
HWM: Was there something you didn’t like concerning the product?
Susie: I want the scent was stronger. I might barely scent it.
HWM: Would you suggest it to a good friend? Why or why not?
Susie: Sure, I’d if I had mates who wash their very own hair.
HWM: Would you buy and use it once more? Why or why not?
Susie: Sure, I’d buy and use it once more as a result of as an African American lady, I’m in assist of Madam CJ Walker’s merchandise.
HWM: Thanks.
Susie: Thanks.
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“We re-imagine, recreate, and redeem cultural omissions and misrepresentations of Blackness, for the tradition. ….” This submit is made in partnership with British Pathé.
