The story of Suavitel® is one of the most enduring narratives in the global household care sector. As a cornerstone brand within the portfolio of Colgate-Palmolive, a global leader in consumer products across the oral care, personal care, home care, and pet nutrition categories, Suavitel® has defined the fabric conditioner experience for generations.
The brand launched in Mexico in 1972 and has since become one of Latin America’s most well-loved laundry care products. It is extremely familiar to consumers and is the benchmark for fabric conditioners. The “Mother’s Love” identity sits at the very heart of its brand promise.
The evolution of this iconic brand is a testament to a commitment to people-centricity and a partnership behind fragrance that has spanned decades. While the brand maintains a leadership position with a constant drive to refine and elevate the olfactive experience, the landscape of consumer expectations is never static.
In an industry defined by shifting trends and increasing demands for performance, staying relevant requires an unwavering commitment to perceivable superiority.
Reimagining an icon
For Suavitel®, a moment of reinvention arrived through a period of intense reflection and competitive challenges. A dedicated core team recognized the need to go back to the source: the consumer. An ambitious project was launched with the goal of developing a fragrance system that would not just meet market standards but redefine them.
Rather than simply reacting to market shifts, the team sought to anticipate the emotional needs of modern families. This involved a rigorous process of creating prototypes and testing them against the high standards of the “Mother’s Love” legacy. The goal was to create a brand and sensory experience that felt both reassuringly familiar and excitingly modern. Development was marked by an intense focus on how scent can act as a bridge between memory and current experience, ensuring that every capful of fabric conditioner delivered a sense of comfort and home.
The power of consumer insight
The breakthrough for what would become the “Amazing Blue” fragrance system was not found in a laboratory alone, but in the homes of the people who use the product every day. To truly understand the journey of the consumer, the team undertook a massive consumer research initiative including in-home visits. By observing the laundry process in real time, from the initial wash through folding clothes after drying to the final act of wearing them, the team gained invaluable insights that data alone could not provide.
A global collaboration of talent
The successful revitalization of the Suavitel® fragrance was the result of a seamless partnership between global development teams. With unconditional collaboration and a disruptive mindset, team members worked hand-in-hand to elevate Suavitel® and enhance the fragrance experience.
The project relied on an extensive palette of ingredients and a deep understanding of scent psychology. By selecting specific elements that resonate on an emotional level, the team was able to boost the fresh, caring sensation that defines the brand. It was a victory for collaborative innovation, proving that when marketing, science, and creativity align, the results are decisive.
A new standard for freshness
This success is confirmation that consumer understanding remains the strongest driver of success in the personal and home care industries. By placing the emotional bond between mother and child at the center of the process, the team did more than just create a pleasant scent; they reinforced a cultural icon. The Suavitel® brand continues to stand as a symbol of the enduring power of a great fragrance to create lasting connections in homes around the world.
I’m thrilled about how we placed consumers at the heart of this creation. Three passionate groups – our Product Development Team, our Fragrance Team, and dsm-firmenich – came together with a vision to elevate the fragrance experience.