When Garnier set out to create Caramelos, it wasn’t just launching another hair color line — it was solving a beauty tension deeply felt by millions of Latinas. For generations, women with dark hair had one shared hesitation: “I want to go lighter, but I’m scared of damaging my hair with bleach.”

Based on this insight, Garnier developed a breakthrough formula delivering 3x the color lift without bleach — tested, approved, and loved by Latinas. Every aspect of the product was shaped by community truth, reflecting the modern American Latina: proud of her roots, fluid in her identity, and defining beauty on her own terms.

To introduce this groundbreaking innovation, Garnier launched “Caramelos is Calling,” a campaign that celebrated color in every sense of the word. Partnering with powerhouse Latina icons Xochitl Gomez and Christian Serratos, we crafted a suite of authentic, lifestyle-driven stories that captured their bold hair transformations — and the confidence that came with them.

The commitment to culture touched every aspect of the campaign, including assembling a production team that reflected the target audience, led by a talented Latina director whose perspective brought authenticity and cultural relevance to the work.

Our creative vision blended Hollywood glam with social-native flair, serving up scroll-stopping visuals that felt effortlessly aspirational and deeply relatable. The result? A cultural moment that celebrated Latina beauty on their own terms — driving soaring organic views, engagement, and connection across Garnier’s digital community.