The beauty brand asked beauty influencers to try their product under a false name, then surprised them with the truth

How much does packaging play in choosing a product? Suave did an experiment to find out by creating a fake product with chicer-looking packaging named Evaus to fool beauty gurus into thinking it was a more premium product. It worked—these influencers sang the praises of the product, believing that the shampoo and conditioner left their hair feeling shinier and softer because it was higher quality. Naturally the participants were surprised to find out they had been using Suave the entire time.

“We know that women are skeptical of quality if the price tag is too low, so we really wanted to get to the root of that dichotomy,” Suave Brand Director Jennifer Bremner told Fast Company, “Each time a Suave Professionals line is launched, it goes through rigorous testing against a salon brand benchmark line and every time we have been able to claim that Suave works just as well as those salon benchmarks. Still, some women see our products as lower quality simply because they are available at a lower price point. As a brand, Suave really aims to show women that value and quality can, and should, co-exist, so we decided to peel back the label, and Evaus was born.”

Watch the experiment in full below:

Suave

How much does packaging play in choosing a product? Suave did an experiment to find out by creating a fake product with chicer-looking packaging named Evaus to fool beauty gurus into thinking it was a more premium product. It worked—these influencers sang the praises of the product, believing that the shampoo and conditioner left their hair feeling shinier and softer because it was higher quality. Naturally the participants were surprised to find out they had been using Suave the entire time.

“We know that women are skeptical of quality if the price tag is too low, so we really wanted to get to the root of that dichotomy,” Suave Brand Director Jennifer Bremner told Fast Company, “Each time a Suave Professionals line is launched, it goes through rigorous testing against a salon brand benchmark line and every time we have been able to claim that Suave works just as well as those salon benchmarks. Still, some women see our products as lower quality simply because they are available at a lower price point. As a brand, Suave really aims to show women that value and quality can, and should, co-exist, so we decided to peel back the label, and Evaus was born.”