The problem
Suave had drifted into the background of its own category. A brand millions of women grew up with, still on every shelf, and no longer part of the conversation about their hair. The women it was made for had stopped seeing themselves in it. Getting it noticed again meant giving them a reason to look twice.
The position we took
Make the surprise the argument. Suave does not need to defend its price, it needs people to find out the product is better than they assume it is. “There’s more to it” works twice: as a promise about the formula, and as a line about the brand.
What we made
The campaign platform “There’s more to it” and the message of “unexpectedly good self-care”, carried across a hero film, cutdowns and product tags, social, redesigned product pages and Times Square OOH. Every asset built on a modular system so the work holds together across markets.
The result
+22 points in purchase intent among US women 18 to 54 who saw the campaign (MetrixLab brand lift, 2024).
The brand did not need reinventing. It needed people to stop assuming they already knew what was in the bottle.
Project information
- Brand Relaunch
- Beauty & Personal Care
- Campaign concepts
- Social content
- Modular content system
Suave (Evermark)
Other projects
Something worth making?
Talk to the people who’ll make it → hello@matter-energy.com