Finesse, the iconic hair care brand, wanted to reach out to Latinas with its new Self Adjusting formula that literally alters to the changing needs of hair. As part of an integrated marketing plan, REVOLUCION created a national promotional event around the key moment when a Latina's hair must look its best.

A Latina's 15th birthday, or quinceañera, 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," a community relations program that leveraged the excitement of this uniquely Hispanic celebration. The goal was to entice moms and daughters to connect with the the brand in a whole new way. So we took Tus Quinces con Finesse on the road.

In Miami, Houston, San Antonio and Los Angeles, local radio DJs encouraged Latinas to check out the Tus Quinces Expo in their city, where the girls and their moms were offered wardrobe tips, makeovers, hair styling advice and more. The families were particularly excited about a contest to win an all-expenses-paid quince celebration.

Tus Quinces Expo hair-styling demos