Suave’s latest campaign duped influencers into believing they were a luxury hair care product. After learning that 92% of Millennial women would buy a lower-priced hair product as long as quality is not sacrificed, the brand put their product in sleek packaging under the name Evaus, added a premium price tag, and sent it over to micro-influencers to try out. As predicted, the influencers praised the product’s quality and style, and were surprised to learn the truth. The brand hopes the spot will change the “pre-conceived notions” Millennials have about value products, but we (along with others) wonder if maybe keeping the design upgrade would be a better tactic. (Fast Company)
Reports and Webinars are limited to the Region terms of your Pro and Prime subscription, as shown in “Purchased Regions”.
- To filter all content types to individual Region(s) you have purchased, apply your Region(s) under “Purchased Regions.”
Articles, Video Updates, and News across all Regions are open to all Pro and Prime subscribers.
- To see this content for any Region, use the “Content Filter”.
