Suave’s Do It Yourself Campaign
Unilever is positioned to help women conquer their haircare and styling issues, including an alternative to the style staple ponytail.
Styling your own hair is not easy; maybe that’s why more than 50 percent of women say they are stuck in a two-style rut (one of which includes a ponytail). Further complicating things, three out of four women who’ve tried a styling product are not satisfied with the outcome of their at-home hair styling1. As an industry leader, Unilever is positioned to help women conquer their haircare and styling issues, including an alternative to the style staple ponytail.
Enter Suave®, the hair care favorite found in more than 54 percent of American homes, with a new Suave Professionals® line of salon-inspired products that work as well as a top salon brand and a new do it yourself approach – Style It Yourself (SIY) – that aims to give women the tools they need and the tips they crave to confidently and expertly style their hair at home.
The new Suave Professionals® Luxe Style Infusion range includes three styling collections with luxurious formulas to target a variety of hair needs – volumizing, smoothing and curl defining – and is salon proven to work as well as comparable Kérastase® products2. Suave®, for the first time ever, is including on the back of each package the steps to achieve the most-searched styles by women, like voluminous waves or a braided bun.
But great products are only part of the solution. To help inspire women to Style It Yourself, Suave Professionals®has enlisted celebrity stylists Marcus Francis and Jenny Cho, DIY maven and founder of P.S. – I made this…, Erica Domesek, and three top beauty vloggers to create easy-to-follow styling tutorials for specific hair types and needs. The YouTube videos and accompanying tips can be found on the Suave Beauty social channels. In-store displays, digital and social executions including 1-2-3 styling step messaging will also help people learn how to SIY.
«Nearly 20 percent of women will walk away from a shelf without buying because they don’t know which product to buy or they think it’s too expensive and the risk is too great,» said Rob Candelino, vice president of marketing at Unilever North America. «The goal of this campaign is to show women how accessible styling their own hair can be when using the right products. The new range consists of three collections designed for specific hair needs, making it easier than ever for women to shop in-store, find the products for their needs and feel confident they can recreate salon-inspired looks at home.»