Leandro Bordoni

 Madrid, Spain
Available worldwide

Independent ECD
Culture, Craft, Strategy.INQUIRES
hola@leandrobordoni.com
+34 662 180 031LinkedIn
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SUAVE
REFRESH

Suave US
2023-25
Full Rebrand 
and Repositioning












Rebuilding a legacy brand 
at speed

Suave was a legacy U.S. beauty brand stuck in neutral. Long owned by Unilever, it had become overly optimized for scale and efficiency, but disconnected from culture, meaning, and modern consumer expectations. The brand was known for being affordable, but rarely considered. Penetration, salience, and relevance had been steadily declining.When Yellow Wood Partners acquired Suave, the mandate was clear: unlock the brand’s potential and move fast. Free from legacy constraints, Suave had a rare opportunity to rethink itself from the ground up, without losing the equity of being widely accessible.

The challenge was timing. The brand needed a full repositioning and a new creative platform in months, not years.









From this
To this














The Challenge: Turn around a declining mass brand without losing its scale.








Suave needed to shift perception from “cheap and forgettable” to “smart, effective self-care within reach.” This meant: — Rebuilding brand meaning, not just refreshing assets

— Reconnecting with a modern value-driven consumer

— Creating a system that could scale across categories, channels, and retailers

— Doing it all under extreme time pressure
















Two four-day sprints. One clear direction.

We designed a sprint-based process to accelerate alignment and decision-making.

The first sprint focused on brand repositioning, grounded in consumer, category, and cultural insight. It defined a new brand truth, tone of voice, and creative territory.

The second sprint translated that foundation into Suave’s first campaign under the new ownership, using the brand work as a locked system rather than a loose inspiration.New York City, USA













The result was a refreshed brand platform and the launch campaign “There’s More To It.”








Suave needed to shift perception from “cheap and forgettable” to “smart, effective self-care within reach.” This meant:A flexible system designed to scale across categories, channels, and retail, reframing Suave as smart, effective self-care within reach. The impact? A full brand relaunch in under 6 months.

— First men’s campaign in 10 years

— +18% total brand unaided awareness

— +28% haircare unaided awareness

— +49% increase in purchase consideration

— One of Suave’s strongest years in recent history, reversing decline and restoring relevance.





















A nationwide relaunch across every touchpoint. Suave’s most effective campaign in decades.




























































Let’s talk about what we can do together.



Echoes