The idea emerged from the number of women who are now deprived of their freedom in prisons in Latin America, and that losing her beauty, turned out into a lost of confidence in themselves.

The initiative was to embellish them using all the brand products -Creams, clothes, makeup and accessories- during the days before their departure, restoring the confidence they need to face the new life that awaits.

Together with a team of judges and lawyers who provided the information requested, we made a selection of women that matched their released date, and asked if they agreed to join the project. After several permits and orders, and finding the right professionals to accept the challenge, we went to jail with all our products, document their stories and put together a beauty salon in one of the pavilions, to prepare them for departure. The documentary was strategically published in digital media, beauty blogs and social networks.

We changed the way women behind bars see themselves, demolishing their own prejudices, so they can face the world in their best shape, and achieve all their dreams.

The story inspired millions of women, encouraging them to rediscover their beauty and believe in themselves, no matter the context they are in.

We needed to create a stunning piece to tell that beauty changes more than just the appearance, changes the way in which women sees herself, to be able to achieve what he wants.

The place where we focused was that one where the game changed completely. A place where the beauty industry has never been set before. The Women's Prison, a harsh context where many women deprived of their freedom need to regain confidence in themselves.

Our target is Latin American women of lower middle class, seeking to accomplish their dreams and feel fulfilled in life. There are 8,000 women in Latin America out of prison regimes that seek to rebuild their lives and dream of starting from scratch. Women who neglected their beauty because of the context in which they are, and who fear a society that will judge them once they leave prison. To help them build that trust again before heading out to the world, we had to reach them with our products.

In 2015 Ésika decided to reposition its brand with a new campaign that speaks of beauty from another place.

We needed to create a stunning piece to convey this message, and tell that beauty changes more than just the appearance, changes the way in which the woman sees herself.