The insight for developing Suave Professionals for Natural Hair was rooted in the understanding of how expensive the natural hair journey can be. Through market research, the brand uncovered multicultural hair brands tend to over index on price vs general market hair brands, meaning women with textured hair are paying more for hair care*.
“Whether you’re just starting out experimenting with products, or are a cocktailing pro searching for your next “holy grail” – it all comes at a price, and that’s where Suave comes in. Suave’s brand heritage is rooted in providing quality products at a value price to meet our consumers’ needs,” said Soumya Donkada, Innovation & Strategy Business Leader at Unilever.
Suave understands that when it comes to the hair care needs of women with natural hair, from new techniques and styles to products to use, she is turning to the natural hair community, which she trusts to provide inspiration and advice.
To put the collection to the test, Suave formed The Natural Hair Trust, a brain-trust of co-creators and inspirational influencers with diverse natural hair types, styles, and lifestyles. These women helped develop and test the products in real-life conditions, and will continue to serve as sounding boards moving forward to ensure the brand is meeting the needs of the natural hair community.
To ensure the collection also delivered quality results to achieve the most sought-after natural hair styles, Suave consulted with long-time partner Celebrity Stylist and Unilever Hair Expert Ursula Stephen.
“Quality and price can go together, but you don’t always have to sacrifice one for the other. I love using Suave Professionals products on my celebrity clients, and I always recommend them to my followers as well so they can achieve the same look and feel confident they’ll get the same results as a salon brand, at a wallet friendly price,” said Stephen.
Authenticity and representation are important to Suave, which is why they chose to feature women who represent a broad spectrum of hair types, with relatable interests and lifestyles. To introduce the new range, Suave launched a new digital and social campaign, featuring three Natural Hair Trust influencers; Temitope Adesina, Charlize Glass and Enocha Tellus, that showcases natural hair wash & care and styling products used in real-life conditions – from walking down the street on a windy day, to dancing and being active, to a day on the beach.
“Many Black women, particularly those with type 4 curl types, don’t see themselves in media or advertisements. It’s always an empowering feeling to see women with your hair and texture that look like you in campaigns, and it’s even better that brands like Suave are creating products made for our hair texture specifically,” said Enocha Tellus, Suave Natural Hair Trust.
To view the new campaign content and share on your social channels using #SuaveBeliever and tagging @SuaveBeauty, click here.