Wednesday, April 22, 2015

Lack Of Know How And Product Let Downs Leaving Women In An At-Home Hair Styling Rut

Lack Of Know How And Product Let Downs Leaving Women In An At-Home Hair Styling Rut
Suave's New Luxe Line of Hair Styling Products and Do It Yourself Campaign Strive to Inspire Women to Style It Themselves

ENGLEWOOD CLIFFS, N.J., April 22, 2015 /PRNewswire/ -- Styling your own hair is not easy; maybe that's why more than 50 percent of women say they are stuck in a two-style rut (one of which includes a ponytail). Further complicating things, three out of four women who've tried a styling product are not satisfied with the outcome of their at-home hair styling1. As an industry leader, Unilever is positioned to help women conquer their haircare and styling issues, including an alternative to the style staple ponytail.

Enter Suave®, the hair care favorite found in more than 54 percent of American homes, with a new Suave Professionals® line of salon-inspired products that work as well as a top salon brand and a new do it yourself approach – Style It Yourself (SIY) – that aims to give women the tools they need and the tips they crave to confidently and expertly style their hair at home.

The new Suave Professionals® Luxe Style Infusion range includes three styling collections with luxurious formulas to target a variety of hair needs – volumizing, smoothing and curl defining – and is salon proven to work as well as comparable Kérastase® products2. 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 easy-to-follow 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 percent 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," said Rob Candelino, vice president 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. Check out for product information.

About Unilever United States, Inc.
Unilever is one of the world's leading suppliers of Food, Refreshments, Home and Personal Care products with sales in more than 190 countries. In the United States, the portfolio includes brand icons such as: Axe, Ben & Jerry's, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.

Unilever employs approximately 8,000 people in the United States – generating approximately $8.5 billion in sales in 2014.

Unilever's Sustainable Living Plan (USLP) aims to double the size of its business, while reducing its overall environmental footprint and increasing positive social impact. The USLP is Unilever's strategic response to the challenges businesses face operating in an uncertain and volatile world. See more on the Unilever Sustainable Living Plan at

Unilever ranked number one in its sector on the 2014 Dow Jones Sustainability Index.
All of Unilever's global factory network, as well as its US non-manufacturing facilities, have achieved zero non-hazardous waste to landfill status.

For more information on Unilever US and its brands visit:
To connect with Unilever US via Facebook visit:
To connect with Unilever US via Twitter follow: @unileverusa
To learn more about taking small actions that can make a big difference visit:
1 According to a study from Unilever CMI.

2 Kérastase®, Volumifique®, Mousse Bouffante®, Kérastase Nutritive®, Double Force® and Kérastase Cristalliste® are registered trademarks of L'Oréal USA Creative, Inc.

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SOURCE Suave Professionals

CONTACT: Kathryn Fernandez, Unilever, 201-894-2484,; or Nancy Benovitz, Weber Shandwick, 312-988-2213,

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