In 1997 Mr. Manuel Martinez suffered from minimal hair loss on a daily basis, as he observed many hairs on the floor while showering, and this worried him as he did not want to loose his hair. During this time and conscious about his problem he met Tepozteco and indigenous person from the town of Tepoztlan, in the south of Mexico, who told him that his ancestors had given his people and ancient product that prevented hairloss, and moreover, him and his family used it regularly. He explained that the product was made from natural extracts and a variety of plants from the exquisit Mexican Herobolaria, and had allowed him and his family to combat hair loss. Martinez, excited about this find decided to use the product on a daily basis, and after about 20 days noticed that he stopped loosing his hair. He requested more product and confirmed its benefits, and decided to give it as a gift to friends that suffered from the same issue. After about a month all his friend called him to acquire this natural cure, since they were marvelld by the results. Martinez realised that the product had great potentianl for business, so he acquired the formula and contracted the services of a botanical engineer in oder to formulate and produce a shampoo, based on the same natural ingredients In mid 1997, Martinez contacted Suave Y Facil and offered the shampoo, who in turn after several weeks of tests and analysis of the product were fully convinced of the benefits of the product and decided to market it exclusively through Television. After just 3 months the product became a nationwide sucess in Mexico and the mayor retailers requested the product to stock and sell through their distribution chains. Initially the shampoo was called “ Shampoo Cre-C”, later for marketing reasons it was called “Shampoo Cre-C Mas” and starting in 2008 it is called “Shampoo Cre-C Max”. Today Shampoo Cre-C Max is a product that was launched 15 years ago exclusively for TV and has maintained a strong following and its proven benefits has allowed Cre-C Max to remain in the market for all this years.