Strategy: Connect with our consumers in an environment that they trust. / The Consumer: Hispanic Males: Appearance screams who they are, and is a signal of success. / The Place: Barbershops (61 locations in Los Angeles high Hispanic density areas). / Timing: January - February 2010. / Message: Take care of the hair you have with Head & Shoulders.Format: Floor decal, disruptive/conversational piece that grabs the attention of the consumer with organic design.