-COLGATE PALMOLIVE-

ZONA CAPRICE BIOTINA

Marketing

A GYM FOR YOUR HAIR

Activity
Activations

Coverage
MEXICO CITY

Date
2016

Mexico is one of the countries with most variety of beauty products for women. This immense diversity makes the benefits of each product seem very similar, causing confusion among consumers who do not always have the time they need to take care of their hair as they would like.

OBJECTIVES –

Caprice, an expert hair care brand with over 40 years of experience in the Mexican market decided to launch Caprice Biotin, a product with Vitamin H (Biotin) that revitalizes the appearance of your hair and gives you the strength you need in just a few minutes.

We needed to prove the superiority of Caprice Biotin in a way that resonated with the habits of our consumers and highlighted the benefits of Biotin Caprice: speed to revitalize the appearance of hair.

Challenge –

In a category full of diversity, and a consumer with little time to care for their hair or experiment new products, how can we convey the message in a quick and experiential way?

The idea –

We created the Zona Caprice. A truck converted into a gym – spa specialized in strengthening and taking care of your hair, where we tested the benefits of Biotin Caprice by washing, drying and brushing our consumers’ hair in less than 15 minutes. This way they were able to experience the all the superior benefits of the brand without interrupting their daily routine.

HOW WE DID IT? –

A simple activation with 3 simple and quick steps. We deployed two different Zonas Biotin Caprice while simultaneously performing more than 200 activations at major supermarket chains in Mexico City. We captured our customer and gave them a blowout and fully strengthened hair without taking time out of their schedule.

CONCEPT –

Thus we created, ZONA BIOTINA CAPRICE, a truck remodeled into a mobile gym for hair. With three simple and fast steps: wash, dry, style by our stylists and Caprice Biotina hair spray as the final touch.

“Mexican women are strong by nature and need a product to treat their hair quickly.”

What were the results of the activation?

15,000 women with strong hair

More than 5,000 women tried the product and were satisfied with the results.

Return on investment

ROI of 1.2 million pesos + 1 million in reach.

Awareness

2 point increase in awareness, reaching our potential consumer.

Increase in sales

The product launch was successful in positioning Caprice Biotina inside the main Caprice portfolio.