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Presentamos el cuidado premium para el cabello "evaus"
  • USA - English

Suave crea falsa marca para hacer un experimento y desafía a las consumidoras a reconocer que tienen un prejuicio hacia ciertas etiquetas


News provided by

Unilever

Apr 19, 2017, 11:17 ET

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ENGLEWOOD CLIFFS, Nueva Jersey, 19 de abril de 2017 /PRNewswire-HISPANIC PR WIRE/ -- ¿Alguna vez ha dudado de la calidad de un producto porque su precio parecía demasiado bajo? Imposible que funcione. ¡Es demasiado barato! Demasiado bueno para ser verdad. A ver qué más hay. No es la única persona que lo ha pensado. De hecho, según nuevas investigaciones, siete de cada diez mujeres creen que las marcas caras funcionan mejor que las más económicas. A fin de refutar esta creencia y demostrar que no es necesario pagar por un producto premium para obtener excelente calidad, los profesionales de Suave presentaron una falsa marca chic dentro de un nuevo nicho de mercado con el nombre "evaus". La marca envió botellas de "evaus" a las escépticas más selectivas, las figuras influyentes en temas de belleza entre millennials, y les pidieron que las probaran durante dos semanas. ¿El secreto? Estaban usando, y adorando, a los profesionales de Suave.

Viva el boletín de noticias multimedia aquí: https://www.multivu.com/players/Spanish/8070151-suave-evaus-suavebeliever/

Se invitó a las mujeres a participar en un llamado exclusivo de casting en la ciudad de Nueva York donde se develó la identidad de evaus. Las mujeres obsesionadas con la belleza estaban estupefactas. Nació una nueva tribu de Suave Believers.

Hoy, Suave lanza la culminación de este experimento con un innovador programa de figuras influyentes, investigaciones propias y un video de campaña para convencer a las mujeres de eliminar sus prejuicios hacia las etiquetas y convertirse en una #SuaveBeliever.

"Pedimos a las mujeres que vieran más allá de la etiqueta y reconsideraran a Suave", dijo Jennifer Bremner, directora de marketing de Suave. "Denle una oportunidad. Sabemos que las mujeres amarán su cabello y amarán también el precio que pagaron por tenerlo hermoso".

Los datos muestran que las millennials en particular están buscando calidad y buen precio. De hecho, 92% de las millennials están de acuerdo en que afirmar que comprarían un producto para el cuidado del cabello que fuera más económico siempre y cuando la calidad no se sacrificara*. "La verdad es que muchas millennials siguen tratando de desarrollar una buena situación financiera y no desean gastar de más. Los productos y servicios que son de alta calidad y tienen un precio accesible son el híbrido perfecto para ellas", dijo Farnoosh Tarobi, experto en finanzas de millennials.

Suave cree fundamentalmente que la economía y la calidad pueden y deben convivir, y durante 80 años ha proporcionado productos que funcionan igual de bien que las marcas premium por solo una parte del precio. "Queremos demostrarles a las mujeres que no necesitan gastar una fortuna para verse y sentirse hermosas", dijo Bremner.

¿No nos cree? Compruébelo en EvausIsSuave.com. Ahí podrá tomar el quiz de Suave sobre el cabello y encontrar los productos perfectos para usted, obtener cupones, leer y compartir historias #SuaveBeliever en Facebook, Twitter, Instagram y más.

Acerca de Suave
Durante 80 años, el compromiso de Suave ha sido crear productos de gran calidad para los consumidores que funcionan igual de bien que las marcas premium de lujo. El compromiso de la marca con la mayor calidad al mejor precio es la razón por la que casi la mitad de los hogares estadounidenses eligen Suave y lo que la ha convertido en una de las marcas con más ventas en el segmento de productos para el cuidado del cabello. Si desea más información visite www.suave.com.

Acerca de Unilever United States, Inc.
Unilever es uno de los proveedores líderes del mundo de productos alimenticios, productos para el hogar y el cuidado personal y refrigerios, con ventas en más de 190 países y llegada a 2,500 millones de consumidores por día. En los Estados Unidos, su cartera incluye marcas icónicas como Axe, Ben & Jerry's, Breyers, Caress, Clear Scalp & Hair Therapy, Country Crock, Degree, Dollar Shave Club, Dove, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Seventh Generation, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, TIGI, TONI&GUY, TRESemmé y Vaseline. Todos los nombres de marcas mencionados son marcas comerciales o marcas comerciales registradas de Unilever Group of Companies.

Unilever emplea a aproximadamente 8,000 personas en los Estados Unidos y generó más de $9,000 millones en ventas en 2016.

El Plan de Vida Sustentable de Unilever se compromete a:

  • Ayudar a más de mil millones de personas para que actúen y mejoren su salud y bienestar hacia el año 2020.
  • Reducir a la mitad el impacto ambiental de sus productos hacia el 2030.
  • Mejorar los medios de vida de millones de personas hacia el año 2020.

Unilever ocupó el primer lugar en su sector en el Índice Dow Jones de Sustentabilidad de 2016.
Si desea más información sobre Unilever U.S. y sus marcas consulte: www.unileverusa.com
Si desea conectarse con Unilever U.S. en Facebook visite: www.facebook.com/unileverusa
Si desea conectarse con Unilever U.S. en Twitter siga a: @unileverusa

*Encuesta de Suave con mujeres realizada por Edelman Intelligence, 2016

Contacto:
Emily Gelfand
Edelman
[email protected]

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