If you’ve been anywhere near a computer or television you’ve noticed that Suave has abandoned childless women, anyone over 45, and the entire male gender in a blood-thirsty pursuit of money from moms.

It’s almost as if they realized that no self-respecting 30 year-old, single Sex and the City fan would use their “hair products” in anything other than the guest bathroom. I’m all for focusing on the demographic you’ll do best in, but does anyone else find their “Say Yes to Beautiful” campaign nauseating? As if .99 cent shampoo is going to undo the degree of frumpiness that some moms choose (and are quite comfortable with).

Suave.com isn’t even subtle in their talk-to-the hand attitude to anyone who isn’t a mom. The website is all about “getting yourself back” from the abyss of sloppy hair and baggy, dirty clothes that children are the cause of. I don’t even understand this logic. Is this for stay-at-home moms only? What about dads? If a mom is working does she need Suave or are her beauty issues just her own problem?

So, all of the moms profiled on the website got their groove back with cheap conditioner? This is another example of a company forgetting that PR and marketing campaigns are never a good substitute for a good product.

Suave could have been cool and gone the positive route: sharing how many women feel more beautiful than they ever have in their role as mother. Not Hollywood beautiful…the level of attractiveness that comes from feeling competent and doing the most important job in the world. I’ve heard from more than one dad about how drawn they felt to their wives the first time they saw them nurse, when they sing to their kids at night, etc. etc. But no.

Suave, I get what you’re trying to pull and it’s annoying. I seriously doubt the founders of the Hot Moms Club use Suave so find a better way of navigating the word-of-mom waters. You’re forgetting that one of the super powers moms have is a highly sensitive BS-O-Meter. Next.

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