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!