Unilever’s ‘New Brand’ Makes Pricey Upstarts Look Silly | AdAge

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“It’s edgy. It’s modern. It’s sleek,” noted Viannie Bell (@sogrittyprestige), another fashion blogger.

“We found seven of 10 women think higher-priced brands are more trustworthy,” said Jen Bremner, Unilever marketing director on 80-year-old Suave. “That really was the inspiration. We wanted to peel back the labels and convert the skeptics.”

No influencers were harmed in the making of this video, said Bremner, who said all were good sports about the trick.

Unilever’s survey research also found 90% of millennial women would buy lower-priced haircare products if they didn’t have to sacrifice quality. So Suave is linking the video to a PR campaign from Edelman offering financial advice to millennials on saving money, including, of course, buying cheaper yet effective shampoo.

Suave is near the bottom rungs of a tall price ladder in haircare. Even its affordably-priced sibling, faster-growing Tresemme, is priced slightly higher in some cases, and other Unilever offerings such as Dove, Clear, Tigi, Bed Head and Living Proof occupy higher rungs. The last, packaged in understated style not unlike Evaus, sells at $59 for a 24-ounce bottle on Ulta.com, or around 10 times the price of Suave per ounce at Walmart. So isn’t Bremner concerned she’ll cannibalize the homegrown competition?

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Unilever’s ‘New Brand’ Makes Pricey Upstarts Look Silly | CMO Strategy – AdAge.