Evaus (aka Suave)

CLIENT: UNILEVER, SUAVE
Creative Directors: Megan Cross (CW), Molly Shaw (CW)
Associate Strategy Director: Caroline Tseng
Senior Copywriter: Lauren Fodero
Designer/AD: Erin Kelly
CW+AD: Jen Hubbard+Chandler Broadrick
UX/Dev: Ben Gage, Nimit Shah
Director: Sasie Sealy
Inter-Agency Partners: Unilever, Edelman, Mindshare

Role: Creative Lead (Art)

THE CHALLENGE: Suave had a perception problem: people dismiss the products thinking they're too cheap to work. BUT, those who actually try Suave Professionals love the results. How do we reconcile those polarized perspectives.

THE STRATEGY: Do something that will get the product into the hands (but more importantly, hair) of the skeptics and haters.

THE IDEA: So we took Suave undercover to get people to take down the idea that "you get what you pay for." We developed an ecosystem based on data about how our target was consuming beauty and haircare media.

THE RESULT: Rachel Zoe applauded our millennial-pink trolling skills.

Our Inspiration: Suave was both the most hated-on haircare brand in social AND a best-kept-secret for those who've actually tried the products.

Our Response: Troll the beauty industry to change our "cheap, grandma-brand" reputation.

[READ] Get millennials to look beyond the label by taking Suave undercover with a social experiment to turn some of our biggest skeptics into Suave Believers.

We disguised Suave as a chic newcomer named Evaus, complete with the trendiest of trendy millennial-pink packaging.

And what 2017 up-and-comer would be complete without a cute social feed and an e-comm presence to make it legit?

With our digital presence in place, we sent Evaus out to be tested by today’s new beauty authorities: product-obsessed influencers.

They tried the products. They loved the products. And then they found out Evaus was Suave, which we captured on film, of course.

long form

We made such an impression, a random beauty blogger went so far as to produce her own interpretation of the social experiment.