Unilever, Suave’s fake brand launch shows quality doesn’t have to be pricey

ENGLEWOOD CLIFFS, N.J. — Unilever’s Suave brand on Wednesday unveiled its latest marketing effort to highlight the results that users of Suave Professional get at an affordable price point. The campaign video features beauty influencers who were sent the fake brand evaus — actually just Suave Professionals — to try for two weeks, and captures their reaction to realizing they had been using Suave the whole time.

“We’re asking women to look past the label and reconsider Suave,” Suave marketing director Jennifer Bremner said. “Give it a try. We’re confident women will love their hair, and they’ll love what they paid to get that hair.”

With 92% of millennial women saying they would buy a lower priced hair care product if it didn’t mean sacrificing quality, Suave’s campaign put that to the test. Now the brand is asking converts to visit evauseIsSuave.com to find out the product for them and receive coupons and share their story with the hashtag #SuaveBeliever.