Kumarika rolls out customized haircare experience with mobile ‘Hair Play Studio”

Kumarika, Sri Lanka’s leading haircare brand from Hemas Consumer Brands, has launched an initiative that brings personalized haircare experiences directly to customers via its mobile salon truck, “Hair Play Studio.” The ‘Hair Play’ campaign is designed to allow customers to experience and enjoy the benefits of Kumarika’s latest range of shampoo and conditioner, which has been meticulously crafted to cater to all Sri Lankan hair types.

This exclusive experience provides customers with an opportunity to enjoy a variety of personalized and fun sessions, which are aimed at addressing their haircare needs. The Kumarika Hair Play Studio experience begins with a personalized hair analysis, where a professional analyses a customer’s hair, and recommends the most suitable Kumarika product for their specific hair problem. Thereafter, the customer will experience a hair wash using the recommended shampoo and conditioner, offering them a firsthand feel of the product.

To add a special touch to the Hair Play Studio, customers also had a chance to purchase a personalized 80ml or 180ml bottle of Kumarika shampoo with their name on it. This initiative was greatly appreciated by consumers. Following the hair wash, a highly skilled stylist will create a personalized hair style based on the customer’s preferences, ensuring that the style reflects their individuality.

Kumarika’s newest additions to its vast range of products, Damage Repair, Hydrating, Strong Hair, and Healthy & Black shampoo and conditioner variants, are manufactured to address damaged hair, dry or frizzy hair, weak & breaking hair, and dull hair which allows customers to try and play with different styles. This means they no longer have to worry about damage caused from the heat from hair styling tools, various hair treatments, pollution or even the weather. These new products add to the brand’s growing portfolio of Hair Oils, Shampoos, Conditioners and Hair Serum.

With plans to soon bring this thrilling experience to towns across Sri Lanka, including the Western, Southern, and Central provinces, Kumarika kicked off its campaign during the Colombo Shopping Festival at the BMICH. The goal of this initiative is to offer customers in various regions a unique, customized experience that emphasizes individuality and self-expression.   

Hirushi Fernando, Category Manager Hair Care from Hemas Consumer Brands said, “We’re excited to offer our customers a unique experience that allows them to embrace their individuality with their hair. Our goal through the ‘Hair Play’ concept, is to give people the confidence to express themselves, knowing they have the support of Kumarika’s natural, carefully crafted products, allowing them to customize their hair styles as they see fit, without any fear. These aren’t just ordinary hair care items; they’re solutions specifically designed for Sri Lankan hair, ensuring protection and nourishment no matter the type. This initiative was a great success and saw a fantastic gathering of consumers and influencers attend the event. “

Kumarika is also inviting customers to participate in its ‘Hair Play’ campaign, which celebrates self-expression through various hairstyles. Enriched with natural ingredients, the brand’s products strengthen and protect hair, allowing users to style with confidence. As part of the campaign, customers are encouraged to join in the fun by creating TikTok videos at the brand’s mobile unit, blending personalization, engagement, and entertainment to build stronger connections, especially with the younger generation.

From their wide range of products to initiatives such as this, which offer personalized shampoo bottles and opportunities to express creativity and individuality, Kumarika continues to solidify its position as a trusted, natural, and personalized haircare solution perfectly suited for Sri Lankan consumers.

About Hemas Consumer Brands

Hemas Consumer Brands, a leader in Sri Lanka’s Home and Personal Care sector for 60 years, focuses on empowering families to aspire for a better tomorrow. The business takes pride in utilizing local insights to innovate and develop consumer centric propositions that have helped establish their purpose led brands as trusted household names in Sri Lanka.  Driven by its deep understanding of the Sri Lankan consumer and an unwavering commitment to delivering superior quality and value through its products, Hemas Consumer Brands continues to enrich the lives of communities across the country.