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Chic packaging. A mysterious name. Millennial pink. Those factors all scream prestige beauty products.
And that’s exactly what Suave, the bargain drugstore hair brand owned by Unilever, was going for when it went undercover and pretended to be a new luxury hair care brand, dubbed “evaus.” (That’s “Suave” spelled backwards.)
In a clever marketing stunt, Suave sent beauty influencers packages of evaus, claiming it was a new hair care line. Then, it captured their reactions on camera upon revealing they were actually using Suave.
The campaign received wide press coverage in both lifestyle publications like Teen Vogue, Glamour, and New York Magazine’s The Cut, as well as in industry sources, like Fast Company and Ad Age. Plus, hundreds of people across social media posted about the campaign.
It’s an example of a successful marketing campaign rooted in content. Here, we break down the key elements of how Suave effectively used content to launch it, and then extend the messaging afterwards....
Suave's recent evaus campaign is an example of a successful marketing stunt rooted in content. Here's a break down of the key elements of how Suave effectively used content to launch it, and then extend the messaging afterwards.