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Suave’s latest campaign duped influencers into believing they were a luxury hair care product.

Apr 24 2017

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