JOICO AT THE GOLDEN GLOBES

Golden Globe celebs and VIPs could hardly be expected to face the big awards weekend with anything less than perfect hair, so it was Joico to the rescue. For two days prior to the event, the hair care company stocked the super posh GBK Luxury Lifestyle Gift Lounge at the Mondrian Hotel in Hollywood with an array of high-end hair helpers. Celebs who turned up to sample the high-quality professional products included American Idol's Jordin Sparks, Entourage's Debbie Mazar, The Bachelor's Chris Harrison, Mad Men's Bryan Batt and The Blind Side's Quinton Aaron, plus Candy Spelling; Seinfeld and Curb Your Enthusiasm writer Carol Leifer and the fist-pumping cast of the MTV hit Jersey Shore.

The gals were thrilled to receive the new Joico K-PAK Color Therapy Restorative Styling Oil, Shampoo and Conditioner to keep their hues vibrant twice as long. The new Color Therapy products also repair and strengthen damage and reduce breakage and amplify shine after one use- just in time to strike a hair-worthy pose for the paparazzi! Guys grabbed the insanely popular Joico Design Collection Molding Putty--which produces the perfect amount of separation and definition--plus the company's famous K-PAK Shampoo, Conditioner and Deep Penetrating Reconstructor for the strongest, healthiest, hippest hair in Hollywood.

Many other respected fashion, jewelry and haute cuisine brands took part in the gifting lounge- including 2NITE Vodka, Silver Oak Vineyards, Cool Joolz, Nouveau Paris and Wolford. But Joico staffers report that their section of the suite was constantly crowded with stars and VIPs-in-the-know who were eager to sample top performers from the company's renowned K-PAK and Design Collection ranges.

Joico, a division of Shiseido, Inc., has been dedicated to the Art of Healthy Hair since 1975. All Joico hair care, styling, haircolor and texture products fuse the latest breakthroughs in hair care science with inspirations from the worlds of art and fashion, to offer unparalleled quality and performance.

For more information about Joico, please call 1-800-80-JOICO or visit www.joico.com