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Suave is a brand name based in Chicago, IL used by the Unilever company in the United States, Mexico and Canada. Targeting discount stores, the brand represents more than 100 products including shampoo, lotions, soaps and deodorant. Suave started in the United States in 1937 as a hair tonic. The brand eventually was acquired by Helene Curtis Industries, Inc. which, in the 1970s, started expanding the Suave name beyond hair care into other areas. 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 such as Helene Curtis, Calvin Klein and Salon Selectives lines. Sales of the Suave line of products grew from $500 million in 1995 to about $900 million in 2002. Axe/Lynx Becel Ben Jerrys Bed Head Bertolli Birds Eye Boursin Bovril Breyers Brooke Bond Brylcreem Chicken Tonight Cif Colmans Comfort Conimex Continental Cornetto Country Crock Cup-a-Soup Degree Domestos Dove Findus Flora GB Glace Golden Gaytime Good Humor Good Humor-Breyers HB HB Walls Helene Curtis Hellmanns/Best Foods I Cant Believe Its Not Butter! Iglo Imperial Margarine Impulse Kibon Klondike Knorr Kwality Walls Lakme Langnese Lever 2000 Lifebuoy Lipton Lux Mac Fisheries Magnum Maille Marmite Mattessons Omo PG Tips Paddle Pop Peperami Persil Persil Power Persil Service Ponds Creams Popsicle Pot Mash Pot Noodle Pot Rice Prince Matchabelli Q-tips Radox Rag Rexona Rinso Sana Scottish Blend Selecta Signal Skippy Slim Fast Solero Spry Squirrel Stork Suave Sunlight Sunsilk Sure Surf Timotei Twink Unox Vaseline Vermonster Viennetta Walls Wish-Bone