Suave Campaign Fools Beauty Gurus With Just A Change In Packaging
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:
Before you start filling up your calendars with conferences to spark your business innovation and personal growth this year, add CXI 2018 conference to your wish list! For its 12th year running, PSFK is hosting an intimate conference where emerging pioneers and established experts will take the stage to discuss all things innovation around the new consumer experience.
Joe Gebbia is a multi-disciplinary designer, creative entrepreneur, and global explorer. He is the co-founder and CPO of Airbnb, which began in 2008 out of the necessity to pay his rent. What started as three airbeds, a pop-tart breakfast, welcoming hosts and an insider’s guide to the city, is now a global phenomenon of hospitality, human connectivity and economic stimulation. With an eye for simplicity and an appreciation of craft, Gebbia leads the team in creating imminently marketable products. The results are cutting-edge yet useful tools that impact the user’s experience from the moment of online contact to the end of their physical stay.
Colin Beavan, author of No Impact Man and How To Be Alive, divulges the one thing that the majority of happy, successful people have in common