Suave

Suave
Product type Personal care
Owner Unilever
Country United States
Introduced 1937 (1937)
Markets United States, Argentina, Mexico, Canada
Previous owners Helene Curtis Industries, Inc.
Website Suave website
Logo of Suave from 1991-1999

Suave is a brand name based in Chicago, Illinois used by the Unilever company[1] in the United States, Argentina, Brazil, Mexico and Canada. Targeting discount stores, the brand represents more than 100 products including shampoo, lotions, soaps and deodorant.[1][2][3]

History

Suave was started by National Mineral Company in the United States in 1937 as a hair tonic.[4] The brand eventually was acquired by Helene Curtis Industries, Inc.[4][5][6] which, in the 1970s, started expanding the Suave name beyond hair care into other areas. The brand targeted discount stores and grew its offerings to more than 100 products including shampoo, lotions, soaps and deodorant.[1][2][3] In 1996, Helene Curtis—and thus, Suave—were acquired by Unilever. Currently based in Chicago, the brand name is used in the United States, Argentina, Brazil, Mexico and Canada.

References

  1. 1 2 3 "Suave®". unileverusa.com.
  2. 1 2 Gianna Passarelli. "Suave for final". slideshare.net.
  3. 1 2 "How Suave Repositioned from a Value Brand to a Quality Beauty Brand by Connecting the Dots for Mom". chicagonow.com.
  4. 1 2 "History of Helene Curtis Industries, Inc. – FundingUniverse". fundinguniverse.com.
  5. ↑ Eben Shapiro (September 14, 1989). "Helene Curtis's Secrets: Innovation and Timing".
  6. ↑ Suave(c) (PDF)


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