Online Exclusives

Suave Plans Big Rollouts

By Melissa Meisel, Associate Editor | December 30, 2009

Value-priced hair and body care line announces wide-ranging brand extensions for 2010.

Shoppers everywhere are becoming increasingly savvy—demanding more from their personal care products.They expect brands to deliver high quality performance for less and are looking to mass market brands like Suave to offer solutions.

In 2010, Unilever is asking consumers to “Rethink Suave” with a variety of additions to its assortment of hair care and body care SKUs.

Headlining is a new range of shampoos and conditioners infused with natural ingredients like almond and shea butter, rosemary mint and aloe and ginseng. Designed to moisturize, invigorate or volumize hair, the hair care products hit stores in February 2010.

According to the company, all three systems have the same salon-quality for which the Professionals line is known, but are infused with natural ingredients and deliver a highly sensorial shower experience. Also, these new shampoos are all formulated with biodegradable cleansers and both shampoos and conditioners are packaged with 25% post recycled materials.

In March 2010, the brand will introduce a new product to its Suave Naturals collection. Suave Naturals Pomegranate Splash Shampoo and Conditioner is formulated with pomegranate extract and vitamin E to leave hair fragrant, shiny and soft, said the company.
Value brands such as Suave will remain on-trend in 2010.
Suave Professionals styling products will introduce its new Weather Protection 365 collection in June 2010. The range features products such as a Weather Protection 365 Humidity Defying Aerosol Hairspray and Suave Professionals Weather Protection 365 Anti-Frizz & Flyaway Cream Gel—both with an All Season Shield Complex that provides a protective barrier against humidity, static and wind.

In Suave’s range of bath and body products, the Suave Naturals Body Wash collection will add a Mango Mandarin variation in March 2010. According to the company,the formulation is infused with a blend of mango mandarin extracts and skin conditioning Vitamin E that revitalizes the senses and energizes with lively citrus and fruity fragrance bliss.

In July 2010, Suave will introduce three new Suave Naturals Body Lotions to pair with existing Suave Naturals Body Washes so women can “match body wash and lotion scents to experience their favorite fragrance on a whole new level,” according to the company. The range will feature a new Suave Naturals Mango Mandarin Body Lotion, new Suave Naturals Wild Cherry Blossom Body Lotion and newly reformulated Suave Naturals Lavender Vanilla Body Lotion.

Suave is also proud to extend one of its most popular scents into the deodorant category. In 2010, itsantiperspirant/deodorant will expand to include new Suave 24-Hour Protection Invisible Solid in Wild Cherry Blossom.This product completes the Suave Wild Cherry Blossom collection of beauty products.

Targeting the little ones, Suave is expanding its line of kids’ products to help parents “wash them grow.” In February 2010, Suave Kids will roll out three new products: Naturals Head to Toe Wash in Soothing Lavender, 2 in 1 Shampoo in Surf’s Up and Moisturizing Body Wash. Naturals Head to Toe Wash in Soothing Lavender contains lavender extracts said to soothe; while Surf’s Up cleans and conditions hair to leave a soft, ocean-fresh fragrance. The Moisturizing Body Wash is specially formulated to leave skin feeling baby soft and smooth. Additionally, the Suave Kids body wash collection will debut fun new packaging. The entire Suave Kids collection is tear-free and ophthalmologist tested.

And let’s not forget the guys. In early 2010, Suave Men will introduce a newly-formulated Suave Men Dandruff Shampoo. Starting in February 2010, Suave Men will introduce new 32 oz. sizes for Suave Men 3-in-1 Shampoo+Conditioner+Bodywash and Suave Men Deep Cleaning Shampoo. In March 2010, Suave Men will unveil new eye-catching graphics to create an entirely new look for Suave Men Dual Charged Hair+Body Wash, Suave Men Clean+Fresh Body Wash, Suave Men Active Sport Body Wash and Suave Men Refreshing Body Wash.

The new Suave line-up of products retail from $0.97–$5.99 and will be available at drug stores, mass merchandisers and supermarkets nationwide in 2010.

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