menu

Suave Campaign Fools Beauty Gurus With Just A Change In Packaging

Suave Campaign Fools Beauty Gurus With Just A Change In Packaging
Advertising

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

Sara Roncero-Menendez
  • 27 april 2017

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

+advertising
+Brand Development
+consumer goods
+Design
+hair
+packaging
+quality
+retail
+suave

Latest Trend Reports

Building Loyalty Through Conversational AI And Chatbots
View Report
A Unified Channel Strategy To Drive Brick & Data Retail
View Report
See More Reports

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.