Have you seen Suave’s advertising campaign geared toward Moms?
Since I’m thrifty (it sounds better than cheap), I’ve used Suave shampoo and conditioner for many years. On my most recent conditioner purchase, this is what was written on the back of the bottle:
“Every mom can ride the bus to beautiful.
*Get kids safely to school and retreat to shower. For best results, use with Suave Volumizing Shampoo and Volumizing Foam before your grown-up playdate.
*Apply conditioner and leave on for 3 minutes. Use the time to plan an outfit that does not involve an elastic waitstband.
*And while you’re at it, do something else just for you – like pick up a big foamy latte or restock your lingerie drawer. Fully. With the likes of things that drawer has never seen.”
Advertisers realizing that we want more out of life than quick-fix meals and coupons!?! On Suave’s website, they provide several interesting factoids about how mothers devote very little time to themselves. For example, did you know that on average, women devote 87.9 minutes to meals and 4.2 minutes to their hair? I think this type of marketing to mothers is genius. The fact that Suave hasn’t forgotten that although Moms spend the majority of their time tending to others’ needs, we are also women, who enjoy and deserve to be pampered. Reading this bottle of conditioner left me cheering. Apparently, I’m not the only one.
According to a USA Today article, this type of marketing has boosted Suave’s sales, which were up 3% at the end of August. Like the Dove ads which featured women of all shapes and sizes, advertisers seem to have found a niche with women and mothers. I love that they see us as people with buying power, and as women who want to feel beautiful.
Maybe it’s a bit simplistic to think that simply washing my hair with a Suave shampoo is going to help the women in me come out, especially since I spend the vast majority of my days covered in spit-up. However, the fact that this ad campaign speaks to the fact that I deserve more than daily laundry and tantrum control, leaves me wanting to hi-five the ad executives who realized this often overlooked fact. Since hi-fives are unlikely, I’ll just continue to buy my Suave Sleek Shampoo, Conditioner, and Smoothing Liqui-Gel.
By the way, this is NOT a product review. I’m just so delighted by their ad campaign that I couldn’t resist writing about it.