©2026 Ache. Todos los derechos reservados.
Colgate Palmolive
Zona Caprice
Activations
Mexico City
2016
Marketing
Context
A Gym for Your Hair
Mexico is one of the countries with the widest variety of products in the women’s beauty category. This immense diversity results in very similar product benefits, causing confusion among consumers, who also often lack the time they desire for hair care.
Objective
Caprice, a brand expert in hair care with over 40 years of experience in the Mexican market, decided to launch Caprice Biotin. This product, through vitamin H (biotin), revitalizes the appearance of hair and gives it the strength it needs in just a few minutes. We needed to demonstrate the superiority of Caprice Biotin in a way that connected with our consumers' habits and, at the same time, highlighted one of its key benefits: the speed at which it restores vitality to hair.
Challenge
In a category full of diversification, and with consumers having little time to care for their hair and try new products, how could we convey the message quickly and experientially?
The Idea
We created the Caprice Zone: a truck transformed into a gym-spa specialized in hair strengthening and care. Here, we tested the benefits of Caprice Biotin by washing, drying, and styling our consumers’ hair in under 15 minutes. This allowed them to experience the brand’s superior benefits, all without disrupting their daily routine.
Mexican women are naturally strong and need a product that cares for their hair quickly.
