BEAUTY CARE

Suave sheds light on hair tricks used in ads with new campaign

BY Gisselle Gaitan

Suave is pushing back against false advertising in hair commercials with a new campaign. In a move to no longer use exaggerated claims, impossible results and ridiculous expectation in its ads, the Englewood Cliffs, N.J.-based company will be allowing the quality of its products speak for themselves.

The brand will be using models who styled their own hair using Suave Professionals products. To kick off the campaign, the company shared behind-the-scenes videos that showcase the finishing poles used to simulate shine and foot-long extensions used to show long and effortless tresses.

“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,” Jennifer Bremner, marketing director for Suave, said. “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.”

In a survey conducted by Edelman Intelligence, results show that only 2-in-10 millennial women were actually aware of some of the most commonly used tricks in advertising. The Unilever-owned brand wants consumers to choose products that work best for them and believes what consumers see in advertising should be styled in a manner that is achievable.

“Throughout my career, I’ve seen many of these tricks up close, whether it’s on a movie set or a cover shoot,” Ursula Stephens, Suave Professionals celebrity hair stylist, said. “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.”

More information can be found on the company’s website, or by connecting on social media using the hashtag #SuaveBeliver.

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