For the first time in 23 years, Lu from Magalu debuts as a blonde with Koleston. The virtual influencer with 32M followers unveils a game-changing hair transformation.
Lu’s Historic Makeover
Lu, Magazine Luiza’s virtual star, switched to ashy platinum blonde (shade 101) from Koleston Deluxe. This marks her first blonde look after 23 loyal years.
The collab blends Magalu’s retail power with Lu’s digital fame. Koleston, Brazil’s top ammonia-free premium dye, links everyday beauty routines to AI-driven retail innovation.
This partnership goes beyond a campaign; it signals the future of beauty communication.
Says Nathalie Honda, CMO of Wella Company, Koleston’s parent.
Magalu Ads’ Celia Goldstein eyes social buzz. Aline Izo from Magalu praises the bold refresh: Lu evolves while staying true to her vibe.
Koleston Tech Powers the Change
Koleston Deluxe delivers vibrant color, 100% gray coverage, and 99% less breakage. It features hyaluronic acid, AHA, and metal-purifying tech for water-treated hair.
The move cements Magalu as a creativity hub shaping culture.
Photo: Press Release
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