Suave's new Luxe line, DIY campaign to help women in an at-home styling rut

ENGLEWOOD CLIFFS, N.J. — Looking to help beauty mavens stuck in an at-home styling rut, Unilever’s Suave has developed the new Suave Professionals line of products for a new style-it-yourself approach.



The new Suave Professionals Luxe Style Infusion range includes three styling collections with formulas to target a variety of hair needs — volumizing, smoothing and curl defining. Suave, for the first time ever, is including on the back of each package the steps to achieve the most-searched styles by women, like voluminous waves or a braided bun.



But great products are only part of the solution.  To help inspire women to Style It Yourself, Suave Professionals has enlisted celebrity stylists Marcus Francis and Jenny Cho, DIY maven and founder of P.S. – I made this…, Erica Domesek, and three top beauty vloggers to create styling tutorials for specific hair types and needs. The YouTube videos and accompanying tips can be found on the Suave Beauty social channels. In-store displays, digital and social executions including 1-2-3 styling step messaging will also help people learn how to SIY.



"Nearly 20% of women will walk away from a shelf without buying because they don't know which product to buy or they think it's too expensive and the risk is too great," stated Rob Candelino, VP of marketing at Unilever North America. "The goal of this campaign is to show women how accessible styling their own hair can be when using the right products. The new range consists of three collections designed for specific hair needs, making it easier than ever for women to shop in-store, find the products for their needs and feel confident they can recreate salon-inspired looks at home."

Women can share their at-home hairstyle photos by tagging @SuaveBeauty on Facebook, Pinterest, Twitter or Instagram using the #StyleItYourself hashtag.



The new Suave Professionals Luxe Style Infusion range is available at mass retailers, select drugstores and supermarkets nationwide for a suggested retail price of $4.99.