Unilever
The Suave hair care brand had always positioned itself as a bargain, yet branded, alternative to higher priced products. Women purchase it for different reasons, however, and Unilever wanted to better understand who these different target markets were. Periquin Strategy was hired by Radar Communications to chat one-on-one with Moms, through in-home (and next-to-shower) interviews in the Chicago area, where representatives of different target markets were led through an in-depth discussion of their feelings about money, beauty and brands. Periquin produced montages from the video that told their stories.
