Business Videos

Why Suave Is Leaning Into Comedy and Social Content to Drive Gen Z Growth

Suave, a legacy drugstore hair‑care brand owned by Evermark, is abandoning traditional TV in favor of a fully social, comedy‑driven strategy aimed at Gen Z. The shift centers on a new line of exfoliating body washes that combine sulfate‑free, luxury‑scented formulas with an affordable price point, a product mix validated through consumer research. The campaign, titled “Don’t smell like your ex,” leverages platform‑specific creative: TikTok relies on low‑fi creator claims and trend‑aligned hooks, while Meta runs 30‑second entertainment spots and Snapchat delivers high‑engagement short videos. Results show the brand exceeding KPI benchmarks, with over 500 organic shares and strong view‑through rates, and Snapchat outperforming its benchmarks by 2×. Rachel Bame, CMO of Evermark, highlighted that the thrift‑shop narrative—exchanging “ex‑smell” items for fresh Suave scents—generated both humor and product relevance. She noted that TikTok’s algorithm favors behind‑the‑scenes footage and creator‑driven claims, whereas Meta’s audience stays engaged with longer storytelling. The brand also maintains traditional lines, such as sulfate‑free hair care for core consumers, to avoid alienating loyal shoppers. The initiative illustrates how heritage brands must adopt challenger‑brand mindsets, using entertainment to cut through Gen Z’s scroll while preserving legacy appeal through diversified portfolios. Success on social platforms signals a broader industry shift toward data‑driven, platform‑tailored content as the primary driver of growth for value‑oriented consumer goods.