Suave Beauty

CLIENT: UNILEVER, SUAVE
Creative Director: Megan Cross
Work Bae: Lauren Fodero
Phase 2 Creatives: Erin Kelly, Jen Hubbard, Chandler Broadrick
Stop Motion Magicians: Visual Country
Video Editing Magician: Tobias Arturi

Role: Concept, Art Lead, Visual/Qualitative Testing Strategy

THE JOB TO BE DONE: Reintroduce Suave to the world through their newest Coconut Oil Infusion line.

THE CHALLENGE: Despite being in over 50% of American households, the perception of the brand was surpassing their reputation of the actual products. Suave's new Coconut Oil collection was coming to town but consumers won't even give Suave a second glance when they think ingredient-driven brand.

THE STRATEGY: Suave is the real deal. We've got the goods. Let's show off the goods. And on real people. No more CGI.

THE CREATIVE: To get the most out of testing, we debuted 2 mini-campaigns to figure out what resonated most with our potential people. Hypothesis 1 heroed the ingredients by displaying the product with real-life coconuts. Hypothesis 2 was all abut using real women with real hair who wanted to keep it real. We used the quantitative and qualitative learnings to optimize the next quarter's marketing.

After digging into Suave's past brand touchpoints, the current social landscape, and sentiment analyses, we decided to test out a refreshed look & feel integrated into two creative approaches.

Hypothesis 1:
REAL People. (What's up with the CGI, overly-modeled models?)

Hypothesis 2:
Cue the REAL Ingredients. Again, what is up with all the CGI?

And here is what our Suave believers had to say:  ⭐️⭐️⭐️⭐️💫

Ingredient-focused and product-review content were our top performers, so we optimized those learnings in a Facebook campaign highlighting real reviews from real #SuaveBelievers.