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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L’Oréal Paris announces search for Women of Worth honorees

BY Gisselle Gaitan

To kick off National Volunteer month, L’Oréal Paris announced a call for nominations for its annual Women of Worth celebration.

Over the past 13 years, the New York City-based company has launched the Women of Worth initiative into a year-long platform that elevates stories of local heroes who represent the passion and spirit of women across the country who volunteer their time to serve others. Inspired by the brand’s “Because You’re Worth It” tagline, the initiative recognizes women who find passion in giving back and in fostering and inspiring self-worth to others.

“Women of Worth is the cornerstone of the L’Oréal Paris brand and embodies our mission to empower women across the country to celebrate their worth,” Tim Coolican, L’Oréal Paris USA president, said. “Now, during National Volunteer Month, we’re asking for people to nominate fearless women who are championing life-changing work and making an impactful difference.”

Until May 1, a volunteer can be nominated to be a 2018 Women of Worth honoree and receive up to $35,000 in donations for her designated cause. In addition to receiving financial support for a chosen organization, Women of Worth also provides each honoree with a platform to elevate her story and an opportunity to build a network that can impact their volunteerism and service.

“National Volunteer Month is a reminder that every individual has the power to ignite change and make the world a better place,” Karen T. Fondu, president emeritus and chairwoman of L’Oréal Paris Women of Worth, said. “Through Women of Worth, we have the opportunity to honor the heroic women in our lives — our family, friends and neighbors — whose courage and strength empower and inspire worth within others.”

This year’s honorees will join the 120 Women of Worth alumnae who represent a diverse range of causes and inspiring stories. From a survivor of human trafficking and domestic violence, who is helping rescue victims, to a teenager spearheading an anti-bullying project, to women who are tackling hunger in their communities and giving meals to the food insecure.

Women of Worth’s 2018 honorees will be announced in the fall and awarded a $10,000 donation for their chosen charity. One honoree, chosen by popular vote, will be selected as National Honoree and receive an additional $25,000 donation.

Further information on the program and past honorees, or to make a nomination, visit Women of Worth’s website.

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SteelMclean elevates styling, intros pomade

BY Gisselle Gaitan

SteelMclean, a line focused on creating light and luxurious unisex hair and skin care products, has launched a new innovation when it comes to styling hair. The brand’s new Pomade La Mode is a hybrid of shine and moisture designed to condition and control while providing luster.

Infused with 12 super fruits and herbal extracts that include bilberry to protect hair from harmful effects of free radicals; goji extract to reduce breakage and promote growth; chokeberry extract that also promotes hair growth; golden seal root extract to improve hair health and minimize dandruff; and matricaria flower extract, which provides moisture and reduces scalp irritation. The product also protects hair while adding shine and a light, clear hold.

Pomade La Mode is ideal for spiky, curly and wavy styles, and also can be used to control frizz. The pomade also is created without parabens, sulfates, alcohol, and is cruelty-free.

To use the pomade, SteelMclean recommends placing a small amount into the palm of the hands then rubbing together and applying directly to hair — styling as desired.

The Pomade La Mode is currently available for purchase on SteelMclean’s website for $27.

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