Marking its milestone as the No. 1 Hair Color Choice in the Philippines, iColor Plus has officially launched Confident in Every Color—a new campaign celebrating self-expression through accessible at-home beauty. The initiative kicked off with an exclusive launch event featuring Miss Great Lengths iColor Plus, Nicole Borromeo.
Filipina model and beauty queen Nicole Borromeo is Miss Great Lengths 2026
Borromeo joined the celebration to share her personal perspective on beauty choices, personal style, and self-expression. Her participation brought the campaign’s message to life, that confidence has no single definition as it comes from the freedom to choose a look that feels authentic to you.
Designed to immerse guests in the brand’s world, the event transformed a home’s familiar spaces into an interactive experience. From discovering shade ranges to exploring personalized activities, each touchpoint invited attendees to engage with the brand in a way that fit their unique styles.
A major highlight of the gathering was the formal reveal of iColor Plus’ top market position, supported by Nielsen. This milestone highlights the importance of trust when choosing an ammonia-free hair color product. As iColor Plus brings salon-like results into the home, its top distinction reflects its commitment to helping consumers express themselves through color with confidence.
The No. 1 claim is based on the NIQ Retail Index Report for the 12-month period ending March 2026 (MAT March 2026), covering sales volume/value in the Hair Color Category across supermarkets, convenience stores, drugstores, and sari-sari stores in the Philippines.
Great Lengths President and CEO Genevieve Yap (middle) together with iColor Plus executives (L-R) Marlon Rinoza, Jennifer Penafiel, Karen Mercado, Carlson Yap, Erwin Reodique, Kirk Nisay, Jorilie Garcia, and Dana Jane Gelilang
Color Me Confident kicked off a broader campaign featuring upcoming consumer engagements and brand activations. As the initiative expands into more communities, iColor Plus aims to show that confidence doesn’t require a dramatic transformation. Sometimes, it starts with a small change, a shade you’ve always wanted to try, or simply looking in the mirror and seeing a version of yourself that feels right.
Karina is not your ordinary supermom. She juggles her time bonding with her three amazing kids while being in the loop on the latest happenings in the tech and lifestyle scene. Follow me on Instagram (@digitalfilipina) regularly visit www.digitalfilipina.com for daily dose of updates not just for moms but for everyone!
