As part of the campaign, models used Suave Professionals products to style their own hair and look. For over 80 years, Suave has concentrated on the leading areas of beauty including hair, male grooming and body care for both adults and children.
The statistics
After speaking with millennial women, Suave found that 74% don't believe they can create the hairstyle and look demonstrated in advertising campaigns, many of which display “blindingly shiny locks, beautifully defined curls or sky-high volume”.
Suave wanted to explore how influential advertising tricks actually are and the prevalence of “exaggerated claims, impossible results and ridiculous expectations in their ads”.
In a campaign first, Suave's latest brand awareness efforts feature models styling their own hair with Suave Professionals products, without any advertising tricks.
Following Suave’s recent 'evaus' social experiment, the brand strives to demonstrate its dedication to the importance of its formulation and the bottle’s content, rather than its messaging and marketing and packaging.
In the know
When surveyed, only 20% of millennial women asked were familiar with some of the most commonly used tricks in hair care advertising.
"Our research showed that most women don't believe they can get the hair they see in hair care advertising and that really stuck with us," reported Jennifer Bremner, Marketing Director for Suave.
"We wanted to show her beautiful hair that she could easily get on her own, which is why our models did their own hair with Suave. Suave has been making salon quality products for more than 80 years and we are confident in letting our results do the talking."
Addressing common style trends in the hair care industry, Ursula Stephens, Suave Professionals Celebrity Hair Stylist emphasised: "Throughout my career, I've seen many of these tricks up close, whether it's on a movie set or a cover shoot. I've used Suave to create more styles than I can remember on so many different clients and I know that the products will always deliver quality results."
In January 2018, five-piece Suave Professionals Styling Collection was released. Its reveal represents the brand’s dedication to providing high-quality salon-standard products.