These days, moms are constantly being told that there are countless things they should be doing to make their kids smarter, healthier and more well-adjusted. As if the pressure to hand-grind organic vegetables into gourmet baby food while teaching your toddler a second language isn’t enough, now along comes a commercial to note that, in the midst of all that, you really ought to do something about your hair.
Suave’s recent television ad argues that "89 percent of moms admit they’ve let themselves go." But don’t fret, moms, with a few minutes and a bevy of Suave products, you can, to paraphrase the beauty product company’s words, get yourself back.
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Suave’s campaign, which includes television commercials, an extensive Web site and a radio jingle, is a little bit like that best girlfriend who likes to be around you because it makes her feel prettier, smarter or more successful. The campaign seems to be exuding a sympathetic vibe, but in reality it’s not-so-subtly working to make moms feel bad about themselves, in the hopes that they’ll rush out and stock up on hair care products.
One of the commercials shows a photo slide show of mom’s evolution from a beautiful single woman to pregnant lady to overwhelmed mom holding an overstuffed garbage bag -- and back to hot mama, thanks to Suave products.
In the surprisingly unsubtle radio jingle, a woman sings: "My hair’s a mess, my skin’s distressed, deodorant is anyone’s guess. I’ve got to put beauty on my list. Starting right now I’ll find beauty galore, at my local store."
It’s absolutely true that most moms wouldn’t mind a little more time to take a shower, do their hair or, on some days, just get their teeth properly brushed. But surely there are more sophisticated ways to get that point across than by featuring slightly disheveled, but perfectly attractive, moms with taglines like, "Hasn’t ‘felt pretty’ since the day her water broke."
Suave is right that "Motherhood isn’t always pretty." But neither is resorting to mommy guilt to sell beauty products.
Click here to see the campaign.