In 2018, I worked across three projects on Suave:
Body Wash, Professionals Hair Care & Masterbrand.
These are their stories.

Body Wash:
Smelling is Believing

We live in an era where a cup of liquified spinach costs $15, and we happily pay up. That’s because spending more actually makes us think a product is higher quality. For a brand like Suave, this is a problem. Shoppers assumed that no $2 body wash could smell as good as the top shelf stuff. To get people to check out our scents without bias, we had to get a little tricky.

So we turned to art. Olfactory art, actually. It uses your sense of smell to create connections and elicit reactions that can’t be done through other art forms– making it one of the final frontiers in the art world. Armed with some trippy-looking “scent receptors”, we created an olfactory gallery of of our own — but instead of fancy fragrances, we secretly used Suave body wash scents. We opened it to the public, and had a fake gallery owner tell our guests all about the exhibit and our aptly-named artist — Gigi Suavaski.

We even elevated the fragrance names. Ocean Breeze became Coast Deconstructed. Wild Cherry Blossom became Kyoto in Reflection. Milk & Honey Splash became Ascendance in Gold. After enjoying these luxurious scents, our gallery goers were invited to “meet the artist” and let’s just say-they didn’t meet Gigi.

CREATIVE DIRECTOR: MOLLY SHAW
SENIOR ART DIRECTOR: JACKIE MUCILLI
COPYWRITER: JACKIE SOLDANO

Professionals Hair Care:
Hair You Can Believe

74% of Millennial women think the hair they see in TV commercials is unrealistic.
And with good reason.

From wigs to styrofoam stuffing to green screen magic, hair care brands do some pretty crazy stuff to make their models look the way they do. Suave, on the other hand, is proud to keep it real. So for their Professionals campaign, we poked fun at the tricks other brands use, and instead had our models wash and style their own hair with only Suave products. Because you don’t need CGI tricks and fancy shampoo to look awesome every day.

And the world agrees: it was even named one of Glamour’s 10 Most Groundbreaking Beauty Campaigns.

PRESS GLAMOUR • INSIDER • BUSTLE • TODAY

CREATIVE DIRECTOR: MOLLY SHAW
SENIOR ART DIRECTOR: JACKIE MUCILLI
COPYWRITER: JACKIE SOLDANO

Masterbrand:
Suave.com Redesign

Suave challenges the over-promises, pretension and inflated prices in beauty by becoming the only straight- talking, no-nonsense brand in the category.
To fit with this new brand positioning, we worked to completely overhaul Suave’s digital presence - by building a new website from the ground up.
Alongside the tech build, we created and produced all content across 200+ pages.

I worked to create and deliver 56 original photos to live across the Suave master brand portfolio.
Photos spanned four main categories: Kid’s, Men’s, Women’s Hair & Women’s Body.

CREATIVE DIRECTOR: KELSEY LISS
SENIOR ART DIRECTOR: JACKIE MUCILLI
PHOTO: TARA DONNE & NICK FERRARI
RETOUCHING: THE LAB