Belcorp’s beauty brand Cyzone had built strong awareness among Latin American teens, but its playful, colourful image was locking it in the past.

Youth-locked perception: Seen as a brand for schoolgirls, not young professionals.

Competitors owning aspiration: Rivals spoke with sophistication and confidence.

Growth ceiling: Risk of losing ageing customers without attracting new ones.

Our ethnographic deep-dive across 5 Latin American markets revealed a powerful truth: young women see beauty as a space to express control — yet avoid risks that could redefine their style and confidence.

CULTURAL: Young women across LATAM face strong social codes about “acceptable” beauty, which often reward conformity over experimentation.

ASPIRATIONAL: In beauty, small choices can change how you feel, act, and are perceived — a single daring shade can shift the whole story.

BEHAVIOURAL: Most palettes have one “safe” colour that gets overused; riskier shades often go untouched.

PERCEPTUAL GAP: “Adult” beauty is often portrayed as restrained and minimal, leaving little room for playful experimentation.

Position Cyzone as the brand that helps women take beauty risks they control — making self-expression a conscious, empowering act rather than a gamble.

A call for young women across Latin America to experiment with beauty and life — grounded in the belief that boldness can be practised, mastered, and owned.

The campaign launched with a cinematic brand film and digital-first activations that showcased relatable ways of taking risks — from trying a daring new makeup shade to making bigger life choices.

This message became Cyzone’s unifying brand voice, shifting it from a safe, trend-following beauty label to an ally that empowers bold self-expression.