Throughout the years, I’ve witnessed some pretty clever hair and beauty campaigns, but none quite as clever as what the folks at Unilver pulled off yesterday.
Bloggers and editors were invited to an exclusive first-look at a new hair care brand, Evaus, claiming to bring “prestige” beauty and share-worthy strands to the masses. As a BG with natural hair, I was excited to find out what this new line would offer for those of us with curls, kinks and coils.
Held at one of my favorite hotels in the city, the Crosby Street Hotel—the chic, yet quirky event space was the perfect backdrop for the sleek, minimalistic packaging. Evaus’ modern aesthetic seemed ideal for millennial consumers who seek all-things cool.
After taking a whiff from one of the bottles, I was sold! I instantly fell in love with the delightful scent of the sweet, citrusy fruits that wafted from the container. Finally pulling myself away from the display samples, I along with the rest of those in attendance were whisked to a screening room where we were shown a video—but it wasn’t what many of us were expecting.
The clip showcased several bloggers and influencers gushing over Evaus and how its products had transformed their hair. From women with pin-straight hair to cropped natural ‘dos, all were impressed with how this new line made their hair look and feel. However, as the video progressed, it was revealed that “Evaus,” wasn’t a new innovative, high-end brand. In fact, it was a brand they were all familiar with all along.
Shockingly, we learned that “Evaus” was actually SUAVE (spelled backwards)! The popular drugstore hair care brand had gone undercover to prove the incredible power of label bias. The geniuses at Unilever wanted to drive home the point that price and labels do not have to be indicative of quality. Research shows that 7 in 10 women feel that premium or higher-priced brands and products are more trustworthy than value or lower-priced brands and products, which just isn’t true.
Suave Honey Infusion Collection is available at drugstores nationwide.
I’ve personally always loved Suave as a brand (drugstore beauty/hair care shopper here!) so I am not surprised by the results the bloggers received after using the brand.
This fun and super creative campaign is one of the most memorable activations I’ve ever seen. I’m proud to say that I’m a #SuaveBeliever!
Watch the brilliant video here:
Are you a victim of judging a product’s quality by its price? Do you use Suave? If so, what’s your favorite product and why?