Apr 5, 2018
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Suave exposes the ways in which brands fake ad-worthy hair in video for newest campaign

Apr 5, 2018

If you have ever coveted the kind of glossy, rippling hair seen on shampoo ads but felt that it was unachievable, you are not alone.


According to haircare brand Suave, 74% of millennial women believe that creating campaign-worthy styles at home is an unattainable task -- and with good reason.

The brand has lifted the lid on the tricks that beauty companies often use to create larger-than-life volume or undulating waves -- including fishing rods, green screens and styrofoam balls pinned to models' heads -- in a new video. "Throughout my career, I've seen many of these tricks up close, whether it's on a movie set or a cover shoot," said Ursula Stephens, Suave Professionals Celebrity Hair Stylist, in a statement.

The clip is part of Suave's stripped-back new campaign, which eschews the above gimmicks and instead features models styling their own hair, using the brand's new "Suave Professionals Styling Collection."

"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 for Suave, in a statement. "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 campaign is the latest of several beauty ads shunning industry illusions for a more honest approach. Earlier this year, drugstore giant CVS announced plans to stop airbrushing or digitally altering its marketing images, while skincare giant Dove has been championing natural beauty for years with initiatives such as its 'Campaign for Real Beauty.'

To watch the new Suave campaign, see https://youtu.be/DQkgE8-N9TY

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