In all cultures, hair has a symbolic value.
It is the frame of the face, the area that is first intercepted by the other person and that attracts the most attention.
This is why hair is an immediate means to communicate our identity.
Colors and shades can help consumers to let themselves free and to let go of stress to live their life to the fullest in a fun way.
Consumers need to be encouraged and pushed to play with bold looks and products, allowing them to experience an escape, a mix of new experiences and sensations that can enrich them with happiness and new joy.
It is in the most difficult moments that we are most encouraged to change, and for a woman who wants to change and re-emerge, hair is always the first step.