Nicole Richie kicks off Award Season

Actress and Designer Invites Women to Discover Keratin by Giving Away 50,000 Products!

New York, NY (January 17, 2012) - As award season kicks off, designer, mom and fashion icon Nicole Richie is on-the-go. From her NBC show “Fashion Star”, where Richie will serve as a design mentor to 14 contestants, to new collections for House of Harlow 1960 and Winter Kate, Richie has a packed schedule to kick off 2012 filled with fashion and style. 

In the midst of it all Richie will also be busy transforming herself for the awards shows she’ll be attending this year. To help her transform her style from the first red carpet to the last, Richie is teaming up with Suave Professionals® and is inviting women to discover the salon inspired style of Keratin at home for smooth, manageable hair every day.

With the help of Suave Professionals® Keratin Infusion System, Richie will be red-carpet ready starting at the first award show in January through the last. Consumers will have a chance to see first-hand how easy and manageable Richie’s red carpet look can be with the new Suave Professionals® Keratin InfusionTM System. “One of my biggest red carpet rules is making sure my head-to-toe look is perfect, and that includes one of the most important elements of style - the hair,” says Richie. 

“With the new Suave Professionals® Keratin InfusionTM System, I can get a manageable and smooth look all night!” From prepping with the Suave Professionals® Keratin InfusionTM Smooth & Shine Serum to freshening her look throughout the night with Suave Professionals® Keratin InfusionTM Dry Shampoo, Richie knows that her look will stay smooth and manageable throughout the night.

“Working closely with the Suave Professionals® Celebrity Stylists and our Research and Development team, we’ve not only unlocked the secret to smooth, beautiful hair with the help of keratin but we’ve also made it available at an affordable price,” says David Rubin, Unilever Marketing Director, Hair, U.S. “With the Keratin InfusionTM System, we are thrilled that Suave Professionals® continues to move to the next level with top performing products and we look forward to delivering on consumers’ needs with more exciting product developments.”

In order to help all women discover the benefits of keratin, Richie has teamed up with Suave Professionals® to give away 50,000* Suave Professionals® Keratin InfusionTM products. Women can log on to the Suave Beauty Facebook page for a chance to win. With eight different products in the system, there is a product for everyone and can easily be found by taking the “Is This Product Right for Me” quiz on the Facebook page.

In addition, women can read more about Richie’s personal experience with the product line and see how she achieves salon-quality style for the red carpet with Suave Professionals®. Consumers can also log on to check out behind-the-scenes footage from Richie’s Keratin InfusionTM shoot, view how-to videos with the Suave Professionals® Celebrity Stylists and more. And, starting in February, Richie will be inviting women to join the Keratin Collective and share how their look has transformed to sleek, more manageable perfection. 

By sharing their transformation stories, women can enter for the chance to win a fabulous trip for two to celebrate their gorgeous new look. To top it off, Suave Professionals® will donate $10,000 to the Richie Madden Children’s Foundation, so by liking the SuaveBeauty Facebook page, consumers can support the foundation and celebrate their style transformations.

Consumers have trusted the Suave brand for over 70 years and it’s used regularly in over half of American households, more than any other brand in the U.S. And with the new Keratin InfusionTM line, consumers can say “goodbye” to frizzy, unmanageable hair and discover this new transformational power of salon-inspired range of products formulated to transform hair into sleek, smooth perfection. Formulated with unique KeralockTM Technology, this breakthrough products condition hair and make it easier to style. 

Suave Professionals® Keratin InfusionTM is proven to work as well as top salon brands, so now consumers can get all the benefits of keratin at home. The collection features eight products, including the Keratin InfusionTM Dry Shampoo, Smooth & Shine Serum, and the 30 Day Smoothing Kit. Women can log onto to take the Keratin InfusionTM “Is It Right For Me?” quiz to see if the kit is right for their hair.

For more information on products visit and become a fan of the Suave Beauty Facebook to watch styling videos, get insider trick and product demos from “The Suave Professional Celebrity Stylists” Jenny Cho, Theodore Leaf and Luke O’Connor. Follow @SuaveBeauty on Twitter for the latest hair tips, trends and advice.

About Suave

For over 70 years, Suave has been committed to creating professional-quality products for consumers that work as well as high-end salon brands. The brand is challenging consumers everywhere to Rethink Suave®, and rediscover the quality that is in every bottle they sell. As America's #1 hair care brand, Suave offers a line of shampoos, conditioners and styling products that are proven to work as well as salon brands. The brand’s commitment to quality is why more than half of American households choose Suave. For more information, visit

About Unilever North America

Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. 

In the United States, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Blue Band, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, OMO, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. 

All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating nearly $10 billion in sales in 2010. For more information, visit or

Suave 50k Coupon Giveaway Offer Terms and Conditions

Offer starts January 17, 2012 at 9am EST and ends when supplies are exhausted (approximately 50,000 coupons/products).(“Offer Period”) Offer open only to legal residents of the 50 United States and the District of Columbia, 18 years of age or older. Sponsor: Conopco, Inc. d/b/a Unilever.

Christine Cea


Nicole Serr - Weber Shandwick


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