Unilever 'Super Saver' Stocks Home Salons
Unilever shined a spotlight on its personal care brands in the third edition of its newly branded "Super Saver" FSI event, encouraging shoppers to build their own salons at home amid the COVID-19 pandemic that spurred the manufacturer to revive its branded coupon insert strategy.
Distributed on Oct. 18 via Valassis' RetailMeNot Everyday, the stand-alone insert's front page depicted haircare SKUs from Tresemme, Nexxus and Suave. The cover also boasted of up to $55 in coupons contained within and employed a "build your salon at home" message, a subtle tie-in to the ongoing pandemic.
An interior page continued to spotlight Tresemme SKUs, encouraging shoppers to "own your look at home" and "build your salon at home with professional quality." The "build your salon at home" theme continued through the rest of the eight-page FSI event.
Among other noteworthy activity:
- Suave used a full-page FSI to spotlight its SKUs and communicate the brand focuses on "bringing quality products that pamper the whole family and don't cost a fortune."
- Dove plugged its "Intensive Repair" shampoo and conditioner, promising the line can help hair withstand "up to 90% of damage before it even happens."
- Love Beauty and Planet plugged its haircare products, including new "murumuru butter and rose"-scented dry shampoo, and its mission to inspire "Small Acts of Love" for the planet.
- Nexxus boasted its Keraphix shampoo and conditioner can "visibly heal signs of severe hair damage," and depicted before and after pictures of a model's hair.
Employing a "from your morning shower to dinner and everything between" message, the event's back page went beyond personal care brands to spotlight other brands in Unilever's portfolio, including Lipton tea, Knorr packaged food and Breyers ice cream.
Other brands represented in the event included Dove Men+Care, Axe, Popsicle, Seventh Generation, Vaseline and St. Ives.
Unilever is making a splash at retail as well. Path to Purchase Institute members can view the full article including more images and retailer overlays on p2pi.org.