Girly Colors Dominate Suave’s Mommy Party

Unilever overhauled its Suave hair-care line this year by fine-tuning the formulas and updating the packaging. And now, the new, improved Suave is sending out its war cry—“Say yes to beautiful,”—to a demographic often overlooked by beauty brands—the army of harried moms. To get its message across, the company joined the legions of manufacturers trooping off to Hollywood to put its products in the hands of the entertainment industry’s glam “influencers,” as they’re known in marketing-speak.Suave’s consumer-products PR firm, Weber Shandwick, hired entertainment-industry public relations firm BNC, which in turn recruited Caravents to showcase the brand at the Suave “Hot Moms” soiree hosted by new mom Mariska Hargitay at a private home in the Hollywood Hills. Instead of blanketing the party with logos, Caravents owner Cara Kleinhaut decked out a tiered backyard overlooking the city with Suave’s branded visual imagery—girly florals and stripes in pink, purple, and teal—which covered vases, pedestals, the front of the sushi bar, and a runway where hairdresser Harry Josh narrated a hair fashion show with snappy ’dos for busy moms. Guests sipped martini-style “Momtini” cocktails, surrendered to pampering by manicurists and hairstylist Josh, and cruised a silent auction cabana, where jewelry and yoga wear were on display to benefit the Step Up Women’s Network. Partygoers left with Longchamps totes filled with Suave products, The Hot Mom’s Handbook by Jessica Denay, a scented candle, a prenatal yoga DVD, MAC makeup, and other treats.

—Irene Lacher

Posted 11.01.06

Photos: Line 8 Photography

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