"Sometimes you need a little Finesse, sometimes you need a lot!" is back in full swing with Latinas. Guessing what mood a Latina is in is never an easy task. Understanding what mood her hair is in is even tougher. 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 look great. It has to be manageable, shiny, healthy. And most of all, in control. But who has the time? Today's Latina juggles home, work, family and friends. To help keep our hair looking great all the time, we have Finesse.

This English-language/Hispanic-focused program rolled out in print and online with Latina magazine and on Latina.com with a series of animated banners that reinforced the program's message. In January 2007, a series of makeover promotions under the magazine's "Latina-Glam" umbrella rolled out nationwide.

"Tus Quinces con Finesse" Promotional Program

A Latina's 15th birthday, or quinceñera, is an exciting rite of passage into womanhood. Understanding this well (so well that we won't show you photos from ours), REVOLUCION created Tus Quinces con Finesse. The community relations program leveraged the excitement of this uniquely Hispanic celebration to entice moms and daughters to connect with the Finesse in a whole new way.

A dedicated microsite featured all the info a mamá would ever need to pull off a fabulous quinceñera. Web banners on Latina.com and a feature story in the magazine fueled site traffic, as did a contest to win an all-expenses-paid quinceañera celebration!

Then we took Tus Quinces con Finesse on the road. In Miami, Houston, San Antonio and Los Angeles, Latina Magazine and local radio stations drove Latinas to their city's Tus Quinces Expo where the girls and their moms were offered wardrobe tips, makeovers, hair styling advise and much more.