Unilever Turns Tables on Influencers With 'New' Hair Care Brand
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Like other big beauty brands, Unilever faces growing competition from startups with understated packaging, lofty prices and backing from social-media influencers. So the beauty giant set out to beat them by joining them sort of by soft launching Evaus haircare products through a handful of emerging beauty and fashion bloggers.
Evaus is Suave spelled backward. And the stuff in the drab, minimalist packaging was the same as what Unilever sells at Walmart. But the group of influencers tapped in a campaign from Vice’s digital agency Carrot, which began working with Suave last year, didn’t know that. Carrot let these influencers try Evaus products for about two weeks, then invited them to a studio to reveal the truth. They were, of course, shocked to discover they had been using a mass-market brand they and their stylists had turned their noses up at.
“I used it for 10 days,” said Kathleen Harper (@katsfashionfix) in the video, before the reveal. “I would say it was a game changer.” She adds that her stylist never recommends anything sold in a drug store.
