Suave For Natural Hair
TVC, Social Media
Video Art Direction & Creative Direction
Unilever/Suave decided to launch its first mass line of hair products for black hair. The product was developed by testing all curly types making sure the product worked across the range of hair types. The market for these products is highly skeptical, therefore building trust and credibility was the priority in the communications. Cocreation was an important element of this product story: “Introducing Suave Professionals for Natural Hair. We have collaborated with over 5,000 women with wavy, curly, and coily hair to deliver a moisture-rich collection. Infused with pure coconut oil and natural shea butter, Suave Professionals for Natural Hair is a collection inspired by you, crafted for you because no one understands your hair the way you do.”
Launching campaign and social-first communications for the new line of products for curly Natural Hair, especially for black hair in the 3 and 4 type hair spectrum.
We communicated the benefits and the efficacy of these products by using real-life scenarios where the hair is put to test. One spot showcased care products and the second one the styling products. These "test" situations are commonly known as daily stressors of these hair types: humidity, wind, movement, cold. Realness was the principal criterion for the narrative.
Using models and highly stylized photography was intentionally avoided since this stylized approach would remove first-hand testimonials as a way to create a connection between the brand and the audience. The campaign showcased influencers in the beauty hair space for black hair. These women had the audience and credibility necessary to provide some reliability to this segment of the market. Video and social were the main media channels supported by organic influencers' posts