Case Study: Suave Beauty achieves an 11-point lift in ad recall and a 6-point lift in purchase intent with Instagram

Suave Beauty - Customer Case Study

Suave Beauty, a U.S. personal care brand, launched Suave for Natural Hair to build relevance with the multicultural hair community. Facing higher-priced competitors and a need for authenticity, the brand needed to learn which creative approach would best reach multicultural haircare shoppers, boost awareness and and drive sales.

Working with Virtue and Facebook Creative Shop and using a 5,000-member Natural Hair Trust for product validation, Suave ran a three-cell test (influencer-only, branded-only, and influencer+branded product creative) across Facebook and Instagram. The combination of product-first creative plus trusted influencers performed best, producing an 11-point lift in ad recall and a 6-point lift in purchase intent.

Suave Beauty

Soumya Donkada

Business Leader