Suave Professionals, Univision debut consumer walk-on role on a telenovela
NEW YORK — Unilever’s Suave Professionals hair care brand and Univision took their partnership to the next level and gave one beauty maven the chance to star in a telenovela.
As the official hair care sponsor of "El Talisman," Suave Professionals offered one fan the opportunity to win a walk-on role. "For 50 years, Suave has made beautiful hair accessible to all women by providing salon-quality products and benefits at a reasonable price. Our partnership with Univision and 'El Talisman' takes that promise another step further, making TV stardom possible for one lucky consumer," stated David Rubin, U.S. hair care marketing director for Unilever. "We provided a one-of-a-kind opportunity to bring Latinas closer to their favorite novela stars, and for the first time put a fan on the show."
The "Estrena Tu Transformacion" (Reveal Your Transformation) contest tasked consumers with sharing their most dramatic hair transformations on Suave's Spanish-language Facebook page, Belleza Suave, for the chance to make their grand debut on the telenovela, receive a makeover by Suave Professionals celebrity stylist Leonardo Rocco and win $5,000 cash prize. The grand prize winner was Mayra Mendoza.
Taking the integration a step further, a dedicated section on NovelasySeries.com featured Talisman-inspired hairstyle how-to videos, recreated by Rocco. Throughout the telenovela, the Suave Professionals Keratin Infusion range was integrated into three pivotal moments of the story. One of these moments included a wedding scene where the contest grand prize winner, Mendoza, starred in.
The telenovela will culminate with Mendoza's scene, where she plays Carmen and exchanges an emotional encounter with a key character in a climactic scene in the episode.