Suave has pulled back the curtain on exaggerated hair care TV ads.
According to the Unilever-owned brand, these elaborate ads give an unreasonable expectation of results consumers should see after using their products.
Research carried out by Suave revealed 74% of millennials do not believe they can get the hair shown in adverts.
This has been the inspiration for Suave’s new TV ads, which use models that have styled their own hair with its products in order to portray realistic results.
“Our research showed that most women don’t believe they can get the hair they see in hair care advertising and that really stuck with us,” said Jennifer Bremner, Marketing Director at Suave.
“We wanted to show her beautiful hair that she could easily get on her own, which is why our models did their own hair with Suave.”
The brand has chosen this marketing route because it believes the products can speak for themselves without “commonly used tricks”.
