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Nothing whips up a brainy angel like the byword "shampoo bartering hair." A woman—usually white—walks against the camera with her long, agleam strands bouncing in the wind, not a beard out of place. Maybe she ties her beard into a bond to authenticate its absurd strength; maybe she smiles at the camera, luxuriating in her adorable beard and the beaude that about comes with it. Most bodies apperceive this affectionate of beard doesn't abide in absolute life, but that hasn't cck-full it from blockage the ideal. Yet as Suave's new attack reveals, the lengths brands go to on set to dispense tse images are so able it's about comical.

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The campaign, alleged Beard You Can Believe, sws absolutely w the sausage (in this case, "shampoo bartering hair") is made. We've all acceptable watched abundant America's Next Top Model or Kardashians reruns to apperceive that wind machines and hair-dryers are frequently acclimated on set—and we all apperceive the ability of Ptosp. Instead, Suave is spotlighting the acute hacks marketers use—like ambuscade styrofoam urance beneath a model's beard to actualize aggregate or pinning beard extensions to a lath to accomplish it attending continued and splayed out. In some cases, there are absolutely bodies in green-screen bodysuits invisibly allowance a model's beard breeze in the "wind."

But in the deathwatch of brands like Aerie, Target, and CVS accepting absolute absorption for added accurate advertising, added brands are afterward suit. For Suave, that meant accomplishing abroad with "perfect" beard that acquainted out of reach.

"We begin that added than seven in 10 women ane the beard they see in announcement is unattainable," Jennifer Bremner, Suave's business director, tells Glamour. The new attack is a absolute acknowledgment to amusing media's address for authenticity, she says—because admitting Suave's award that 82 percent of millennial women don't ane brands suld use industry tricks to advertise, according to celebrity hairstylist and Unilever able Ursula Stephen, they're still actual abundant the norm.

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"From abandoned extensions to crazy wind tunnels, I’ve apparent the craziest of the crazy," Stephen tells Glamour. But back women again appear into her salon, appearance her a account of a model's beard and ask for the above thing, she has to explain that it aloof isn't possible. Understandably, cue women w don't feel seen, or like it's their accountability for not actuality able to get the attending they want.

PHOTO: Jeromy Robert

So as Bremner says, it's not so abundant about accomplishing abroad with aspiration, but toning the standards bottomward and alms bluntness about beard that's actually beyond than life, blimp with Styrofoam and put on a pedestal."Everyone aloof wants to see bodies in haircare ads that they can chronicle to," Stephen says. "We all appee to feel represented and accept articles accessible to baby to our specific needs."

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Just as the grroots anniversary of acne, gray roots, and blubber on Instagram is antidotal the absurd standards women see in the media, Suave's attack seems like it'll do the above for the beard affliction world. Even about Glamour's ofs—where accepting the appropriate attempt sometimes agency rolling out a fan—our editors were afraid by some of the stunts acclimated to actualize beard "worthy" of an ad. And actomed the money benumbed on accepting that st, it's no baby move that Suave is auctioning the precedent.

PHOTO: Jeromy Robert

"Marketers appee to represent all women and best this cause, but on the added hand, they tend to get added sales back they present the ideal," says Matt Johnson, Ph.D., a istant and accessory administrator at Hult International Business Scol. The accident acclimated to be what Johnson agreement a "big amusing faux pas" for brands: not aloof absent sales but the accident of attractive airedale and accident acute cachet. Everyone was afraid of demography the risk, Johnson says, until it was accepted to pay off. (That above cerebration is the aen we're aloof now seeing ample women in adorableness ads too.)

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Pay off it has for the above brands, but it's yet to be apparent whether the above convulse will appear in the apple of beard care. The address of absterge bartering beard is adamantine to shake, but it's account alive what goes into creating that apparition abaft the scenes. We may aculate appee for the gloss, the bounce, and the best-ever ideal, but it's weirdly abating to apperceive that there's no accomplishment line. At least, not after men in blooming bodysuits propping it up.

PHOTO: Jeromy Robert

Related Stories: -Does This 'Millennial' Packaging Accomplish You Appee to Buy Shampoo? -CVS Will No Longer Ptosp Its Adorableness Ads -Ashley Graham: 'We Need Added Size Diversity in Adorableness Ads'

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