← All workSuave · 2024/25

SuaveRefresh

Brand Relaunch: There’s More To It

Client: Suave (Evermark)
Where: New York, USA
Agency: MATTER+ENERGY
Year: 2024/25
Scope: Repositioning, Two brand sprints, Campaign platform, Modular content system, OOH, social, retail

Rebuilding a legacy brand at speed.

Suave is a brand millions of American women grew up with. Still on every shelf, no longer part of the conversation about their hair. Years under Unilever had tuned it for scale and efficiency: known for being affordable, rarely considered.

When Yellow Wood Partners acquired it, the mandate was to move fast. Shift perception from cheap and forgettable to smart, effective self-care within reach, and keep the scale.

We ran two four-day sprints in New York. The first rebuilt the brand from consumer, category and cultural insight: a new brand truth, tone of voice and creative territory. The second used that work as a locked system to build the campaign.

The platform makes the surprise the argument. There’s More To It works twice, as a promise about the formula and as a line about the brand. It ran across a hero film, cutdowns, social, redesigned product pages and Times Square, on a modular system built to hold across markets.