According to a Suave Professionals study, when women create their most frequent hairstyles, three-quarters of them are dissatisfied with the outcome.
While that may seem like a hefty number, Suave is looking to do something about it with its Luxe Style Infusion Collection.
“We were disappointed to learn that 70 percent of women will use a styling product on a monthly basis and 75 percent of them are dissatisfied with the outcome,” said Rob Candelino, vice president of marketing at Unilever North America. “They want their looks to look better and last longer, but their default positions go back to the ponytail because either they are intimidated about how to shop for styling products, or if they do know how to shop them, they don’t know which products to buy for what benefits and how then to use them at home.”
The seven-stockkeeping-unit collection features volumizing, smoothing and curl defining products to target a variety of hair textures.
All priced at $4.99, the products will be sold at mass retailers, select drugstores and supermarkets nationwide.
“Nearly 20 percent of women will walk away from a shelf without buying,” added Candelino. “Primarily because they don’t know which one to buy or its too expensive or the risk is too great.”
But Suave isn’t stopping there. Alongside the new collection, the mass-market hair-care brand is unveiling its SIY or “Style It Yourself” campaign, which is meant to give women inspiration to create quick and easy hairstyles, at the end of January. The campaign was created, according to the company, because women want their hairstyles to look better and last longer, but 50 percent say they don’t know how to accomplish that.
“We’ve designed the packaging to make it very clear and shoppable, which is a very big barrier to women buying products,” Candelino said. “Women will leave the shelf set in store because the infinite number of choices overwhelms them. [For Suave], there’s an irreverent, fun tone that is less serious and less intense than other brands.”
On the back of the Luxe Style Infusion products will be the most-searched styles by women that can be recreated at home such as a voluminous blowout and a braided topknot.
The campaign will be promoted across multiple platforms including all Suave’s social channels and suave.com.
While Candelino wouldn’t talk financials, industry sources estimate that the styling range could do $8 million to $10 million in its first year on shelves.