Coloring your hair blue is now easier than ever: No, not your Grannies blue hair, the punk blue, or yellow (not blonde), or purple. Temporary hair coloring is en fuego. Odile Gilbert who coiffed some of Rodarte's spring runway models added bright colors to their hair. Perfect when you just want to get your freak on, but have to work on Monday.
Implications - Consumers are looking to reinvent their looks with a temporary solution because the consumer possibly does not feel like themselves and ultimately desire a change to help them feel normal. However, some consumers are afraid of permanent changes, therefore solutions like temporary hair color allows them to fulfill both of their conflicting desires.
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Concept: Multi-Tone Streaks
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Segment: Females, 18-35
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