You know all those hair commercials with supermodels walking around with long, flowing locks that look impossibly shiny? Well, it turns out they’re not all they’re cracked up to be. And thanks to Suave, we’re finally getting a behind-the-scenes look at what it really takes to get those lustworthy shots that make real women like us swoon.
Suave’s latest campaign, called Hair You Can Believe, gives us a peek into the world of hair commercials like we’ve never seen before, which is actually genius marketing. Yes we all want shiny, silky strands that stop people in their tracks, but we also want to see looks we can actually achieve, not those that are completely out of reach. This was exactly Suave’s thought…and so the campaign was born.
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According to Suave, 74 percent of millennial women think the hair shown in ads is unachievable. So as a result, the brand’s new commercials feature “the hair you can have in real life.” Models wash and style their own hair using Suave products without any “crazy tricks.”
And by crazy tricks, we mean volumizing the models’ hair by hiding styrofoam balls underneath it and attaching perfectly blown-out hair extensions to a board and then having a model lay down next to it so it looks like her hair. See for yourself in the video below.
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Jennifer Bremner, Suave’s marketing director, told Glamour the new campaign is a direct response to social media’s demand for authenticity—82 percent of millennial women don’t think brands should use industry tricks to sell their products.
And thanks to more brands jumping on the authentic advertising bandwagon, this number will continue to grow. One thing’s for sure: We’re totally on board.
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