Noting the rise of discount stores such as Wal-Mart, in the 1990s Unilever (which acquired the brand in 1996) instituted a broad strategy, called “The Power of Value” to leverage its Suave brand to sell a complete line of discount personal care products in contrast to its high-profile brands.
Brands like Helene Curtis, Calvin Klein and Salon and Selectives lines. Sales of the Suave line of products grew from $500 million in 1995 to about $900 million in 2002.
