Loncolor announces the image partnership with Roxen, Romania’s representative at Eurovision 2020. Therefore, Roxen becomes the brand ambassador of the Loncolor Expert HEMPStyle range for the following three years. Roxen is a complex artist, with an unique and deep voice, her lyrics creating an Universe in which everything is allowed, in full harmony with the range’s headline: Culori de vis permis.
Loncolor Expert HEMPstyle brings a novelty on the market – the hydrolyzed extracts from hemp seeds and the proteins in the rice – a combination that acts like a replacer for the animal keratin enhancing the hair’s resistance and offering it a remarkable elasticity. Moreover, the jojoba oil contains Omega-6 and Omega-9. This range received 2020’s distinction “Product of the Year” at the hair category and during May-June will have an in-store promotion of 1+1 type.
„With every product that we are launching on the market we want to satisfy the most exigent requirements of those who are choosing year by year Loncolor and to come with attractive proposals in front of those who haven’t done it by now. Thanks to them we are a long-lasting brand, the first in the category hair color, as a sales volume. Through the range Loncolor Expert HEMPstyle we wanted to offer our clients the novel experience of dying their hair at home, a hair color that will transform in reality the dream of the perfect color obtained at home. The range gas 17 intense shades. This is the second title of Product of the Year won by us, proof of the fact that we are pleasantly surprising our consumers,” pointed out Alina Pescaru, Communication Manager Loncolor.
The study was done online by Exact Business Solutions, on 30 categories. In the “Hair color” category the sample was 504 respondents, women, 18-65 years old, urban, Internet users. The maximum error level is of +/- 4.4%. The study was conducted during the period 06.03.2020 – 09.04.2020. The selection criteria were: innovation, attractivity, buying intention.