Lavojoy taps Randy Martin to lead 'Hold me tight pro' series

With hair loss a growing concern for men, Indonesian brand Lavojoy has appointed actor Randy Martin as the new brand muse for its "Hold me tight pro series" - a product line designed to promote healthier hair growth.

Martin, known for his versatility and early start in the entertainment industry, brings more than just a familiar face to the campaign. His youthful, energetic persona resonates with Lavojoy's vision of encouraging young men to pay closer attention to their hair health, beyond mere styling, said Lavojoy.

According to Dickson Leo, brand director of Lavojoy Indonesia, the decision to feature Martin aligns with the brand's intent to reposition Hold Me Tight Pro Series as a unisex solution. "Men are also prone to hair loss, as they tend to focus more on styling and prefer a practical approach. With their typically busy routines, they often overlook the importance of maintaining overall hair and scalp health," Leo said.

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The "Hold me tight pro series" boasts a carefully crafted formula enriched with natural ingredients such as ginseng, ginger, and kopexil. These components work to boost scalp cell metabolism and accelerate healthy hair growth. Its gentle composition makes it accessible to anyone seeking to strengthen and thicken their hair.

In a video, the brand said the product can noticeably reduce hair fall and boost volume within four weeks. It's formulated without SLS and features a scalp essence said to accelerate hair growth by 50 times.

"Through Randy Martin's presence, Lavojoy hopes to spark a new conversation among men around the importance of haircare - not just about looking good, but about having strong, healthy hair," Leo added.

Lavojoy is a body care brand originally founded in Australia. To craft its signature collection, the brand collaborated with renowned therapeutic expert Ron Guba and master perfumer Anne Flipo, combining fragrant scents with natural, premium ingredients. Lavojoy entered the Indonesian market in late July 2022, with its products now available through channels such as Sociolla, Guardian, Watson, and Beauty Haul.

In Indonesia, hair loss is a common concern among men. According to a study by Medihair, 26.96% of Indonesian men experience hair loss, placing the country among the top 50 globally in terms of baldness prevalence.

MARKETING-INTERACTIVE has reached out to Lavojoy for more information.

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