Marketing Playbook

Legacy value hair-care brand Suave is back with new offerings inspired by the luxury hair-care market. Glossy sat down with Rachel Behm, svp of marketing for Suave Brands, the recently-formed parent company relaunching the 88-year-old heritage brand after being sold by Unilever in 2023. As a mainstay in America mass, value and drugstore retailers, Suave’s team is focused on a new generation of shoppers through luxury dupes and competitive pricing.