Bangkok--20 Mar--PITON Communications New experience of coloring your life Join the mission of searching for "Ple" in you Regardless of their ages, all women are looking for the right hair colors that can complement their skin tones and can highlight their unique personalities. If you are one of those, who enjoy changing your hair color everyday, it is highly recommended that you should know how to give your hairs the right treatment and protection, such as avoiding the harsh chemicals that can damage your hairs. Moreover, your hairs need constant nourishing to keep them in fine balance and maintain its external structure and natural flexibility. Not only your hairs but your scalps also need great treatment and protection from the products that can cause allergy or skin irritation. In addition, it was found that some hair color products do not give long lasting colors on your hairs or do not provide the exact color shades. All of these are a Golden Rules ones should bear in mind when they plan to change their hair colors. Wiboon Somboonsakdikul, chief executive officer of S.C Serichai Beauty, introduced the company's latest innovative hair color product "Lolane Aroma Color Cream" and presented the hip TV commercials entitled "Ple has changed", which was created by the winner of the 2007 Cannes TV commercials award. The ads is aimed to inspire all the Thai women to go for a better change. S.C Serichai Beauty, the producer and distributor of the Lolane brand hair products, introduced Lolane latest innovation, Lolane Aroma Color Cream. The product offers new experience of hair coloring to all the trendy Thai women. Lolane Aroma Color Cream does not only bring to the Thai women the new hair colors but also provides "four levels of the deep treatments" to their hairs through out the coloring processes. Lolane Aroma Color Cream is a result of the company's five-year R&D on the commitment to bring to the Thai trendy women the new experience of coloring. The product, which is free of the harsh odor, is available in 44 color shades, from the natural tones to the hit fashion tones. Furthermore, it guarantees the complete cover of the gray hairs. What makes Lolane Aroma Color Cream so special is that the product contains Aroma Vitamin Oil, the exclusive formula of Lolane, to ensure that your new hair colors will last and stay vibrant, while keeping your hairs soft and smooth and look great all the times. Wiboon said that the company developed Lolane Aroma Color Cream on the passion and strong inspiration to see the better change. The company has tirelessly poured all resources and efforts on the R&D of the new product over the past five years on one goal: to free the Thai women from the annoying problems they have experienced during and after the coloring processes. According to the consumers' surveys, one main problem is that the coloring process has caused the dry hairs. Meanwhile, the other unpleasant thing the Thai women have to endure during and after the coloring process is the foul smell of the hair color cream, which lasts long for days. Many times it was also found that some products do not provide the exact color shades and their colors do not last. Wiboon added that S.C Serichai Beauty has developed Lolane Aroma Color Cream product to serve the Thai trendy women in all styles and to make them free from the above mentioned unpleasant experiences. The company focused its study on the pigment structure of the hair resulting in fine product: Aroma Color Cream. Lolane Aroma Color Cream qualities: 1. Fine and soft texture and can be absorbed quickly into the hair inner structure hair by hair 2. Fragrant smell 3. Containing the cutting-edge Diamond system, which enables the complete iteration of the hair color pigments and guarantee that the colors will last 4. Ensure the stunning look and vivid shine of the hairs all nights and days according to the applied color shades 5. Complete cover of the grey hairs Lolane Aroma Color Cream was designed to offer to the Thai trend women the new experience of hair coloring by giving them four levels of deep treatment throughout the coloring process, which are as follows: 1. Pre-coloring - Lolane Aroma Silk Protein Serum for fortifying the hair strength from root to the tip 2. During the process - Lolane Aroma Color Cream, friendly to the hairs and scalps and ensures the lasting benefits. With the nourishment quality, the cream can soften your hairs and keep them stay vibrant and vividly shine all the times 3.Color washing process - Lolane Hair Repair Treatment cream contains almond and grape see extract for the full hair nourishment and deep treatment 4.Pre or Post-dyeing process - Giving your hairs the second treatment with the fragrant Lolane Aroma Vitamin Oil to return the smoothness and vivid shine to your hairs. Rat Pukaew, the company's marketing manager, said that Lolane Aroma Color Creme is available in 44 color shades from eight main shades for the Thai women in all styles and those who keep updating the catwalk trend and enjoy brightening up their days with new exciting experiences. The available shades include natural tone, dull tone, violet tone, red tone, copper tone, mahogany tone, and primary color tones. "According to our marketing strategy, we'll directly communicate with the target groups through our 45-second-length TV commercial, which was produced by the awarding winning creative Jureeporn Thaidumrong of Jeh United. The title of the ads is "Ple has changed," aiming to inspire all the Thai trendy women with the hip message "We can change for the better, just like Ple has shown us." The producer of the Lolane Aroma Color Cream commercials, Jureeporn Thaidumrong, said that she was inspired by her use of the Lolane product. Its fragrant scent has brought to her the new pleasant experience she had never had from the conventional hair color products. This gives her the idea that a small change can enliven ones' life and bring to it the great experience ones had never had before. It is the staple of her idea of creating "Ple has changed" TV commercials. She added that it took 90 days to finish the commercials production. The production budget is over 5 million Baht and the cost of the airtime is over 40 million Baht. The commercial is aimed at the consumers aged between 18 to 35. It will be on air in Channel TV 3 and Channel TV 7 from March 22 onwards. You are the ones who can experience the better change. Meet us at major department stores country-wide. For more information and expert advice, call 0-276-3979-82 Ext. 220 or www.lolane.com For more information please contact: Buranii C. 081-841-3767 Janya J. 081-995-9945 Phone: 02-612 2211-7