By  on April 18, 2018

Moroccanoil is making a move into color care.The argan-oil-centric hair brand is launching a five-piece Color Complete Collection that includes two back bar products and three retail products. On multiple fronts, it's a big move for Moroccanoil. It's the brand's first launch under new chief executive officer JuE Wong, it's the brand's biggest launch in several years, and it is projected to make up about 10 percent of the business' overall revenue."We really wanted to anchor ourselves in the back bar," said Wong. Two of the line's products — ChromaTech Prime and ChromaTech Post — will live solely at the salon. The prime product is meant to help even out color absorption in the hair, as well as minimize scalp discomfort during the coloring process."Hair coloring shouldn't be like going to the dentist," Wong said. "Prime helps do a couple of things…it helps to get the scalp ready for the coloring process…[and] it opens up the cuticle to allow color to deposit more easily."ChromaTech Post is meant to help hair color stay longer using a technology that creates crosslinks in the hair's keratin structure, called Colorlink.Wong said the system already has 30 percent more orders than other launches. "It shows that there's a need," she said.With the system, Moroccanoil is also launching Color Continue Shampoo & Conditioner, $26 and $27, respectively, and Protect and Prevent Spray, $30. Moroccanoil sells products at Sephora and Nordstrom.Moroccanoil is bringing Lorri Goddard on board as its first Celebrity Colorist. She has done color for Reese Witherspoon, Kirsten Dunst, Chloë Grace Moretz, Jennifer Lawrence, Mary-Kate Olsen, Ashley Olsen, Elizabeth Olsen, Rosie Hungtington-Whiteley, Charlize Theron, Rachel McAdams and Rooney Mara.In conjunction with the launch, the brand is also pumping up its influencer strategy with a three-pronged approach that includes hair stylist influencers, micro influencers and the Color Collective — a group of big-follower-count names that will promote the line. That group includes Blair Eadie of Atlantic Pacific (1.1 million Instagram followers), Zanita Whittington of ZanitaZanita (345,000 Instagram followers), Jessica Wang of Not Jess Fashion (645,000 followers), Lisette Bagley of Luhhsetty (339,000 Instagram followers) and Sangyay Chen of Its Sang Time (84,400 Instagram followers).The brand, which has a history of working with celebrity faces, sees the influencer community as one part of its overall marketing approach, which will continue to use print advertisements going forward, Wong noted."We do want the celebrity excitement that comes with the business, but we also want the stylist and the colorist that bring credibility to the launches," Wong said.

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