Suave Partners with 5,000 women to launch new Suave Professionals for Natural Hair
Suave Launches New Line to Provide Affordable Options with Superior Quality
ENGLEWOOD CLIFFS, NJ (February 26, 2019) – Suave, a brand that provides quality products at a value price, has created Suave Professionals for Natural Hair with the help of 5,000 women with diverse natural hair types, styles and lifestyles. The range provides women with natural hair quality products that allow them to experiment without breaking the bank.
The insight for developing Suave Professionals for Natural Hair was rooted in the understanding of how expensive the natural hair journey can be. Multicultural hair brands tend to over index on price vs general market hair brands. Suave is now offering a quality solution at a value price specifically for the multicultural market.
“Whether you’re just starting out experimenting with products, or are a cocktailing pro searching for your next “holy grail” – it all comes at a price, and that’s where Suave comes in. Suave’s brand heritage is rooted in providing quality products at a value price to meet our consumers’ needs,” said Soumya Donkada, Innovation & Strategy Business Leader at Unilever.
@SuaveBeauty introduces new Suave Professionals for Natural Hair collection #SuaveBeliever Tweet
Suave understands that when it comes to the hair care needs of women with natural hair, from new techniques and styles to products to use, she is turning to the natural hair community, which she trusts to provide inspiration and advice.
To put the collection to the test, Suave formed The Natural Hair Trust, a brain-trust of co-creators and inspirational influencers with diverse natural hair types, styles, and lifestyles. These women helped develop and test the products in real-life conditions, and will continue to serve as sounding boards moving forward to ensure the brand is meeting the needs of the natural hair community.
To ensure the collection also delivered quality results to achieve the most sought-after natural hair styles, Suave consulted with long-time partner Celebrity Stylist and Unilever Hair Expert Ursula Stephen.
“Quality and price can go together, but you don’t always have to sacrifice one for the other. I love using Suave Professionals products on my celebrity clients, and I always recommend them to my followers as well so they can achieve the same look and feel confident they’ll get the same results as a salon brand, at a wallet friendly price,” said Stephen.
Authenticity and representation are important to Suave, which is why they chose to feature women who represent a broad spectrum of hair types, with relatable interests and lifestyles. To introduce the new range, Suave launched a new digital and social campaign, featuring three Natural Hair Trust influencers; Temitope Adesina, Charlize Glass and Enocha Tellus, that showcases natural hair wash & care and styling products used in real-life conditions – from walking down the street on a windy day, to dancing and being active, to a day on the beach.
“Many Black women, particularly those with type 4 curl types, don’t see themselves in media or advertisements. It’s always an empowering feeling to see women with your hair and texture that look like you in campaigns, and it’s even better that brands like Suave are creating products made for our hair texture specifically,” said Enocha Tellus, Suave Natural Hair Trust.
To view the new campaign content and share on your social channels using #SuaveBeliever and tagging @SuaveBeauty, click here.
For 80 years, Suave has been committed to creating high quality products for consumers that work as well as high-end premium brands. The brand’s commitment to great quality at a great price is why nearly half of American households choose Suave, and what has made it one of America's top selling hair care brands. For more information, visit www.suave.com
About Unilever United States, Inc.
Unilever is one of the world’s leading suppliers of Beauty & Personal Care, Home Care, and Foods & Refreshment products with sales in over 190 countries and reaching 2.5 billion consumers a day. In the United States, the portfolio includes brand icons such as Axe, Ben & Jerry’s, Breyers, Caress, Degree, Dollar Shave Club, Dove, Good Humor, Hellmann’s, Klondike, Knorr, Lever 2000, Lipton, Love Beauty and Planet, Magnum, Nexxus, Noxzema, Pond’s, Popsicle, Pure Leaf, Q-tips, Schmidt’s Naturals, Seventh Generation, Simple, Sir Kensington’s, St. Ives, Suave, Sundial Brands, Talenti Gelato & Sorbetto, TAZO, TIGI, TONI&GUY, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Unilever employs approximately 8,000 people in the United States – generating more than $9 billion in sales in 2017.
Unilever’s Sustainable Living Plan underpins the company’s strategy and commits to:
- Helping more than a billion people take action to improve their health and well-being by 2020.
- Halving the environmental impact of our products by 2030.
- Enhancing the livelihoods of millions of people by 2020.
The USLP creates value by driving growth and trust, eliminating costs and reducing risks. Globally, the company’s sustainable living brands grew 46% faster than the rest of the business and delivered more than 70% of the company’s growth in 2017.
For more information on Unilever U.S., its brands, and the Unilever Sustainable Living Plan visit: www.unileverusa.com