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Strawberry Delight, Citrus Blossom, Pistachio Cream and Vanilla Suede washes are aimed to a spark culture-led conversation to drive growth in the fast-growing body care category.
March 4, 2026
By: Lianna Albrizio
Associate Editor
With breakup season among us, Suave thinks now is the apropos time for consumers to smell like their ex—as in Suave’s new collection of Exfoliating Body Washes!
Scents aligned with the richening gourmand trend of 2026 include Strawberry Delight, Pistachio Cream, Vanilla Suede and Citrus Blossom. They’re aimed at sparking a culture-led conversation to drive growth in the fast-growing body care category while the near-century-old brand evolves its marketing playbook for a new generation.
“This campaign marks an important moment for Suave to take a modern approach to connecting with Gen Z by hacking into their feeds through entertainment,” said Tina Ghory, senior director, consumer engagement at Suave. “Smell Like Your Ex(foliating Body Wash) reflects how we’re evolving as a brand and showing up differently, speaking the language of this audience and bringing our There’s More To It positioning to life in a way that feels relevant, accessible and native to social.”
Currently available across US social platforms, the campaign taps into a relatable Gen Z insight: the lingering clothes and scent of an ex. Set inside a fictional thrift store called “The Ex-Change,” the hero film follows customers trading in items left behind by former partners and upgrading to something better. The creative, officials said, positions Suave’s Exfoliating Body Wash as an empowered reset: an upgrade from smelling like an ex to smelling like oneself.
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