Suave Readies Pop-Up Salons

Unilever starts washing hair later this month with Suave pop-up salons in New York City, Chicago and Minneapolis.

Suave sets up shop to answer the question

The Suave "Can You Tell?" Studio salons are open for five days in New York (two days each in Chicago and Minneapolis) with first-come, first-served appointments for free haircuts, styling, manicures and hand massages using Suave hair and skincare products.

Meanwhile, hundreds of models will roam the streets in New York on Feb. 22-23, dressed in question mark T-shirts and inviting passers-by to examine their hair. Celebrity mother-and-daughter Joan and Melissa Rivers hit the New York salon Feb. 23 where Melissa will get a makeover to debut on the red carpet of the Academy Awards on Feb. 27.

The salons and street teams are part of Suave's "Can You Tell?" campaign that compares Suave's performance and price to high-end brands Pantene, Matrix and Nexxus. National print ads and outdoor and transit ads in Chicago, New York, Minneapolis, Phoenix and Dallas show a model behind a question mark with the headline "Can You Tell?" Ads send consumers to a dedicated Web site, Canyoutell.com, to guess what brand each of the 25 models used.

An online sweeps will award a trip for two to New York City for a consultation with stylist Harry Josh and a $1,000 shopping spree, accompanied by a Condé Nast merchandising editor. (Five winners each week get a subscription to the Condé Nast magazine of their choice, including Allure, Glamour, Jane, Lucky or Vogue.) All entrants get a coupon for Suave. The sweeps runs through April. 141 Worldwide, Chicago, handles street teams and sweeps; sister agency Ogilvy & Mather, Chicago, handles ads. Weber Shandwick, Chicago, handles the salons.

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