She’s the upcoming Romanian star who is due to represent her country at Eurovision 2021. But before the next edition of the song contest, Roxen is keeping busy as the new brand ambassador of a Romanian box-dye hair colour product.

Roxen is the star of a new commercial promoting the Loncolor Expert HEMPstyle hair colour range. And she’s fully embracing the product. In the commercial, Roxen is rocking hair coloured in the shade 4.22-Violet Intens — a dark, rich purple tone. Roxen also features as the model on the product packaging for her signature colour.

The promotional video is set in an airport, but at a time well before the coronavirus took hold and countries started to introduce social distancing measures and limit air travel.

Roxen strolls through the faux airport wearing a stylish trenchcoat and boots, turning heads with her lustrous purple tresses. Her Selecția Națională entry “Storm” plays underneath, helping her to bring the attitude.

But unlike airports of mid-2020, no one is wearing a facemask and there are no body-temperature checks, Covid-19 tests or other public health measures. It’s a reminder of a simpler time.

Something in Roxen’s carry-on suitcase raises concern with the security guards. Upon opening it, they discover the bag is packed full of Loncolor products. This has surely put her over the liquids allowance for carry-on luggage!

The product also contains a hemp-derived ingredient, which means a cannabis leaf logo features all over the ad.

Wiwibloggs reader Lucian has pointed out the Roxen’s airport scenes were filmed at Expo Tel Aviv — the venue of Eurovision 2019. An earlier promotional video shows Roxen visiting a top hairstylist in Tel Aviv and turning up at the expo centre, ready to shoot the video.

Roxen’s Eurovision journey

Roxen was original internally selected for Eurovision 2020 by Romanian broadcaster TVR. She competed at the revamped Selecția Națională 2020 where she performed five potential songs for Eurovision. Romanian viewers and an expert jury picked the heartfelt ballad “Alcohol You” as their favourite and Roxen was set to compete with it in Rotterdam.

Following the cancellation of the 2020 edition of Eurovision, TVR confirmed that they had invited back Roxen to the next edition of Eurovision — and she was excited to accept the offer.

TVR is still to confirm how they will select Roxen’s song for 2021. It is possible that they will again hold another national final with a number of potential entries, or alternatively they may just internally select one song.

What do you think? Do you like Roxen’s purple hair colour? What kind of song should she take to Eurovision 2021? Tell us your thoughts below!

Read more Romania Eurovision news here

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ESC SSS
ESC SSS
4 months ago

Sadly, she was beaten up by her now ex-boyfriend. Very sad

Last edited 4 months ago by ESC SSS
Cozmin COZMA
Cozmin COZMA
4 months ago

Stunning!
Queen ROxen…..

Lucian
Lucian
4 months ago

The Expo Tel Aviv – Convention Center (ESC 2019 venue) is used as an airport terminal in the ad.

Una
Una
4 months ago

About the song for 2021: Ionut Armas, Breyan Isaac, Viky Red, Roxen. That’s would be my wish from Romania in 2021. “Alcohol You” is still my favourite song from this year. It’s gripping and mesmerizing and the lyrics are so good. I still feel a bit of a punch in my gut when I hear them. Clever. Clever. “Alcohol You” is one of a kind. A league of its own. That’s my personal opinion. If they will come with a more special song, all the better. And I say this because I think it’s only fair that the same composers… Read more »

Una
Una
4 months ago

I like the ad in small doses (too many stereotypes for it to be funny IMO ) but I *love* Roxen’s performance. She looks very pretty and confident at the same time. And the hair looks very good. Nice, bold colour for a pretty and confident young woman and artist. I remember something from her IG – she was talking about traveling to Israel for something about the ad for the hair dye. And there I though they would use “Colours” because that was after Alcohol You had won the national final. But it’s “Storm” instead. I thought that “Colours”… Read more »

Whisker
Whisker
4 months ago
Reply to  Una

LOL, Storm.in.an.airport.doesnt.make.sense. #whatweretheythinking

Polegend Godgarina
Polegend Godgarina
4 months ago

and the braces are OFF!

Monika
Monika
4 months ago

I just don’t understand why these young girls try to ruin their hair by dying it so early. Especially this weird color, she looks like a witch with that hair and it makes her soooo much older. Pity for her natural beauty….

Whisker
Whisker
4 months ago
Reply to  Monika

I object to the use of the word “witch” as an insult towards women. Is there an equivalent for men too? I don’t hear people say “that man is a wizard” unless it’s a good thing.

Una
Una
4 months ago
Reply to  Whisker

Same here, Whisker. May I add the “witch” with a “b” there too. Nothing about a male equivalent in the animal kingdom for men either. Thanks.

Whisker
Whisker
4 months ago
Reply to  Una

ITA!

Whisker
Whisker
4 months ago

She’s absolutely gorgeous. I don’t like the ad tho.

Ermin
Ermin
4 months ago

Like Sara de Blue. I dont like it. Roxen looks good natural.

cleopatra
cleopatra
4 months ago
Reply to  Ermin

she looks good with purple hair too! <3

Alex
Alex
4 months ago

Violet haired queen <3