Justin Bieber dyed his hair to win back Selena Gomez.
The 20-year-old singer showed off his platinum blonde locks at an event in Glendale, California, over the weekend, and is reported to have made the dramatic change to his trademark style in order to entice his former lover back, as she always wanted him to have lighter hair.
A source revealed: ''Selena has been telling Justin to highlight his hair for the past year. He was always resistant to the idea so she thinks it's strange that he would decide to dye his hair now. She's surprised how blonde he went.''
The on/off couple broke up earlier in 2014 and the 'Beauty and a Beat' hitmaker has reportedly been desperate to entice his former flame back, despite the gestures failing to impress his 22-year-old ex-girlfriend.
Speaking to HollywoodLife.com, the source added: ''Selena thinks Justin is trying to get her attention for sure. But if he wants to get back with her, he needs to try a lot harder than just getting his hair dyed,
''She isn't sure yet if she likes his new hair colour. She just isn't happy that he's made no effort to get in touch with her.''
Meanwhile, Justin - who was recently rumoured to be dating model Hailey Baldwin before she denied the claims - has been described as ''depressed'' regarding his single status as he feels alone without the 'The Heart Wants What It Wants' hitmaker.
A source previously said: ''Justin has been really depressed. Nothing he's doing so far to get Selena back is working and it's put him in a really dark place.
''He went to New York for a change of scene to try and find new perspective; he's hoping Selena will come and meet up with him.''