2011-06-15 / Social & Community News

Mario de la Guardia, Sr. Honored for Service to the Community


Mario de la Guardia, Sr. is surrounded by family and supporters as he is honored with a proclamation. Mario de la Guardia, Sr. is surrounded by family and supporters as he is honored with a proclamation. On June 10th, 2011, Mario de la Guardia, Sr., Strength of Nature Global owner, was honored with the city of Savannah Proclamation. Van Johnson, Savannah's Alderman, conducted this highly esteemed presentation to Mr. de la Guardia Sr. on the eve of his 80th birthday.

A quiet staple of Savannah for over 40 years, Mario de la Guardia, Sr. along with his son Mario de la Guardia, Jr. established Strength of Nature Global, and re-opened the doors of Carson in the city of Savannah, thereby continuing to deeply invest in the city and its community.

A presentation was also made to the Benedictine School for Boys for a scholarship in the amount of $10,000 in Mario de la Guardia Sr.'s name from his family.

As an immigrant from Cuba, Mario wanted to ensure his family would be able to live a life of great opportunity, success, servitude and community. In 1962, after leaving Cuba, Mario de la Guardia made Savannah, Georgia his home and accepted a chemist position offered by Mr. A. Minis, Jr. at Carson Products.

It was at Carson Products where he made world history, making Savannah the birthplace of No-Lye Relaxer under the Dark and Lovely brand.

Creating this new category in the beauty industry forever shaped the way African American women would manage their hair texture. With such a notable intervention Mario became president of Carson products and continued a family business model.

In breathing life into this model, he purposefully created relationships with each employee at Carson. In doing so, he learned some of the staff could not read.

Determined to provide the opportunity for employees and their families to become literate, Mario de la Guardia founded the Carson School for Literacy. This school enriched the lives of many employees and their families.

Strength of Nature Global is the choice manufacturer of innovative hair care solutions that specifically address the critical hair care needs, styling, and desires for consumers of color.

The company's brands including African Pride, ElastaQP, Soy OYL, Profectiv, Relax & Refresh, GrowthRenew, MegaGrowth, SmartPerm, and Profectiv Professional are sold primarily at beauty supply stores and leading food, drug, and discount retailers. Strength of Nature has offices in Atlanta and Savannah, Georgia.

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