We all know that you can’t believe everything you see on television. From smoothed out skin to slimmed down figures, we’re all too familiar with the lengths beauty companies go to uphold long-standing (and unnatural) beauty ideals. But, have you ever thought about hair commercials? In their new campaign, “Hair You Can Believe,” Suave is exposing the tricks behind the hair commercials that always leave us with a strong case of hair envy.
In the advertisement, Suave invited models with different hair types to style their own tresses using Suave products, but not before highlighting a few traditional shampoo commercial marketing tricks.
In one frame, we see a couple hair stylists hiding small styrofoam balls within a model’s hair to create the illusion of volume. In another, a model is stretching out her neck after having posed on a board of long, sprawled out hair extensions. We even see two men in green-screen suits holding sticks stationed on either side of a model as they make her hair flow “effortlessly” in a gust of “wind.”
“Hair You Can Believe” also highlights a study involving over 1,500 women from the ages of 18 to 34. The study revealed that over 74 per cent of female participants believed that hair seen in hair commercials is unattainable for themselves. Suave’s study also showed that only 20 per cent of the women were aware that brands use tricks like styrofoam balls to enhance the look of a model’s hair. With intent on being a brand that their consumers can trust, Suave’s “Hair You Can Believe” campaign is a direct response to a millennials’ desire for authenticity.
Jennifer Bremner, Suave’s marketing director, explained the brand’s reasoning behind their campaign to Hello Giggles.
“We know hair care brands often use exaggerated claims and show some ridiculous situations in their ads and we can admit, Suave has had its own share of fancy hair flips in the past,” she said. “But we also know that Suave doesn’t need to rely on advertising tricks, so we decided to have some fun and show women everywhere how crazy those practices look when you really see it up close.”
Everyone wants to see ads that they can relate to, which is why Suave is letting their products speak for themselves. Here’s looking forward to more authentic advertising in the near future.