Beauty Launchpad – JUNE 2013

June 2013

Joico’s latest trend shoot took place in New York’s Meatpacking District. TurnStyle was created by International Artistic Directors Damien Carney and Sue Pemberton. Sue applied pigment in dramatic stripes, fading from dark purple at the scalp to light copper at the ends for a “radial” effect. Damien used bold cutting techniques to compliment the haircolor. K-PAK Shampoo and Conditioner along with RevitaLuxe restorative treatment revived the models tresses.

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Joico International Artistic Directors Damien Carney and Sue Pemberton posed with Public Relations Director, Valerie Robinett. The pair has worked together for 12 years and complement each other well, with Damien being the funny one, and Sue being the more serious one.

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Joico Vero K-PAK Base Breaker Cool is the newest member of the Base Breaker duo. The ammonia-free formula gently controls unwanted warmth with a subtle cool tone as it quickly lightens tresses by one level in 10 minutes.

For the men this summer – Joico Flex Control creates thickness and shape that lends definition and control for instant transformability.

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Joico Humidity Blocker Finishing Spray forms a protective shield to lock out frizz and impart a light hold.

A glossy finish can be achieved with Joico K-PAK Protect and Shine Serum. It contains macademia seed oil to provide moisture and antioxidant protection. “Work a few drops of the serum in to seal ends, then mist with a fast-dry finishing spray,” says Damien Carney, Joico Int’l Artistic Dir.

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This year’s Drab to Fab webisode series has upped the ante with the addition of ABC Revenge actress, Ashley Madekwe. Joining fellow brit Joico International Artistic Director, Damien Carney, Ashley adds her sense of style to Damien’s hairstyles.

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Joico Guest Artist and Hollywood Colorist, Cherry Petenbrink knows a thing or two about styling wigs. She helped color hundreds of wigs for the first Hunger Games movie. For this Beauty Launchpad photoshoot, Cherry played around with avant-garde looks and black and white contrasts.

 

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