Clean it Up Shampoo ($10) and Soften Up
Conditioner ($10) by Eva NYC have launched
in U.S. Costco stores. The shampoo and
conditioner feature ingredients that provide
vitamins and nutrients to moisturize and
promote anti-breakage, including argan oil,
keravis protein, and vitamin A and vitamin E.
Packaging and design matters. Suave Professionals recently played a social
media prank by “launching” Evaus, a new hair care line targeted toward millennials.
The brand’s experiment generated a video showing beauty influencers reviewing
the “new” hair care line, which was simply repackaged Suave, which the influencers
had been trying out for 10 days. It wasn’t until the end of their reviews that the
influencers learned the on-trend products were in fact Suave Professionals
products available via drug store channels. “We’re asking women to look past the
label and reconsider Suave,” said Jennifer Bremner, marketing director for Suave.
“Give it a try. We’re confident women will love their hair, and they’ll love what they
paid to get that hair.”