Suave's Strategic Revival: Targeting Young Consumers with Luxe Products

In a bold move to reclaim its position in the competitive mass market beauty sector, Suave, a heritage brand with a legacy spanning over 90 years, has embarked on a strategic revival aimed at attracting younger consumers. The brand recently unveiled an impressive lineup of 34 new products that emphasize luxury-for-less formulations, catering not only to traditional female consumers but also to an increasingly important male demographic.

The significance of Suave's revitalization efforts comes in the wake of its divestiture from Unilever in 2023, when the brand was sold to private equity firm Yellow Wood Partners for an undisclosed sum. As a standalone entity, Suave has reported sales of approximately $700 million across major retailers, including Walmart, CVS, and Target. However, despite its recognition by 95% of U.S. households, the brand has faced declining sales, particularly in the shampoo category, which saw a 7.7% decrease in mass and food stores for the year ending December 24, 2024, according to Circana.

To address these challenges, Rafael Lopes, appointed as Vice President of Innovation and Brand Equity in 2023, has crafted a comprehensive turnaround strategy. Lopes, a seasoned executive with previous leadership roles at Unilever and L’Oréal, aims to transform brand recognition into substantial revenue growth. "We had to elevate the brand without losing touch with our current consumers," Lopes stated in an interview. His approach involves a deep understanding of consumer preferences, leveraging market research to create products that resonate with modern buyers.

In February 2025, the company launched its largest product expansion in decades, introducing an array of hair, body, and men’s care products, all priced affordably between $1.99 and $5.99. The new marketing campaign, dubbed “There’s More to It,” emphasizes that Suave products extend beyond traditional shampoo and include deodorants, body lotions, and body washes infused with active ingredients that deliver tangible benefits. This strategy appears to be effective, with products like the Strawberry Delight Body Wash becoming a top seller at Walmart, as reported by NielsenIQ.

Notably, Suave is also tapping into the growing trend of "dupes"—affordable alternatives to high-end products. For example, the brand's Bonding Infusion collection offers similar benefits to premium brands like Olaplex at a fraction of the price. Circana’s Senior Vice President Larissa Jensen noted that the mass market beauty sector is currently experiencing significant growth, outpacing prestige beauty for the first time in five years, driven largely by savvy consumers seeking value in drugstore beauty products.

As part of its strategy to engage male consumers, Suave has launched the Stress Relief collection and Barber Essentials line, featuring products that address specific needs expressed by men. Lopes highlighted the importance of this demographic, stating, "We’re coming out with products men have been asking for, like deodorants and body washes."

Moreover, the brand's marketing efforts have included sponsorships with popular figures, such as the Kelce Brothers, and targeted advertising on platforms like Reddit and across various media channels, including airports and social media. This comprehensive approach aims to establish a modern identity for Suave while maintaining its historical essence.

In conclusion, Suave's revitalization strategy represents a critical response to the evolving landscape of consumer preferences within the beauty industry. By focusing on innovation, affordability, and targeted marketing, the brand is poised to not only regain market share but also redefine its standing among younger consumers. As Lopes stated, "The best response we can have is that sales are improving. Our placements are getting better, and there is more to come. We're not slowing down." The journey of Suave serves as a compelling case study of how legacy brands can successfully adapt to meet the demands of a new generation of consumers, balancing tradition with modernity and value.