Guessing what mood a Latina is in is never an easy task. Understanding what mood her hair is in is even tougher. But one thing you can be sure of — when it comes to looking our best, nosotras mujeres are always in the mood to listen.

To relaunch one of America's best known brands to Latinas, we asked the same question we ask ourselves every single morning: "What mood is your hair in today?" It has to be manageable, shiny, healthy and, most of all, under control. But who has the time? Today's Latina juggles home life, work, family and friends. Thankfully, there's Finesse.

This English-language, Hispanic-focused program partnered with Latina magazine's print and digital properties. The central messaging came to live through the tag line "Sometimes you need a little Finesse. Sometimes you need a lot" in display ads and online banners. A teen-focused quinceñera (15th birthday) message was executed through a Your Quinces microsite and advertorial. A series of makeover promotions across cities nationwide put the brand and the product directly in Latinas' hands.