The brand perception was cheap. Women (mainly the target: moms) had given up on their beauty. Elevate the brand to salon status while empowering the mommyhood target to get their beauty back by mastering both beauty and budget.

An answer to the economic downturn. Suave launched an integrated campaign to create a movement to make beauty recession-proof by living by the “Suavenomics” motto.

The climate had further shifted, making it necessary to elevate the brand even further by putting Suave on-par with salon brands. we did so by punking professional stylists by swapping out their product with Suave. It worked. Sales up 30%.