Unilever's Suave has launched what it calls a “style ready” hair care line exclusively at Walmart.
The new Suave “pink” line promises to make hair easier to style by priming locks from the inside out with a four-step regimen that includes cleansing, conditioning, prepping and shaping. The collection spans shampoos, conditioners, creams and sprays, with products formulated specifically for smoothing frizz, boosting volume or defining curls.
Suave plugged the launch on walmart.com with a home page carousel ad running on Feb. 24 that linked to an e-commerce page grouping the products. In at least one store, the SKUs were stocked next to other Suave items in the hair aisle with no special merchandising support.
The brand has most actively hyped the line via its social media channels, recruiting actress Lacey Chabert — as Paramount Pictures' Mean Girls main character Gretchen Wieners — to star in a 30-second video employing a “ready for anything” tagline and giving Walmart an “available at” mention.
The Mean Girls tie-in included a Feb. 10 watch party during which the brand treated consumers to a free viewing of the film with a FandangoNow promo code good for one rental.
Suave also employed influencer support, sending out free product for trial and review in a film-themed "Burn Book" package and tying together activity including Facebook, Pinterest, Twitter and TikTok updates with a film-themed hashtag: #onwednesdayswewashwithpink.