Two Knives

Suave/Unilever is back at it again, touting their research “statistics” as a way to sell more hair product:

The average mom spends 87.9 minutes per day preparing meals but only 4.2 minutes on her hair.

See, you can tell those are real statistics because of the decimals.

Suave’s new report is based on a random sample of roughly 3,000 mothers. 

(Hey, what a co-inky-dink! That’s the same number of women who responded to Suave’s request for stories for their In the Motherhood campaign!)

Suave is using these “startling statistics” from the Completely Random and Statistically Valid Sample of women “to nudge moms into action”:

. . . we want to issue a wake up call to remind moms to look in the mirror, think about their beauty and put themselves back on the to-do list.

Now, who would you expect to assist Suave/Unilever in their quest to get women to stand up and declare, “I’m not good enough! Get me some Extreme Strength Conditioner!” — ?

Why, the National PTA, of course! The PTA is, after all, a voice for all children, a resource for families and communities, and a champion for the education and well-being of every child. Oh, and a revenue channel for Unilever.

Suave created exclusive Beauty Packs for PTA members, filled with everything mom needs to move her “me time” from the bottom of the laundry pile to the top of her “to-do” list. The Beauty Packs include Suave products, interesting Suave survey stats and tips, and product coupons.

Kind of an odd choice for an organization who Stresses Shared Responsibility Across Industries to Protect Children from Harmful Effects of Media.

Time to contact Jan Harp Domene, who is “thrilled to support Suave” and the president of the National PTA: (800) 307-4782 or info@PTA.org.

This entry was posted on Monday, September 10th, 2007 at 8:42 am and is filed under Dove/Unilever, Marketing, Feminism. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.