JOICO CO-SPONSORS STUART WEITZMAN OSCAR STYLE LOUNGE

Red carpet glamour is a tip-to-toe endeavor, so for three days leading up to the Academy Awards Joico signed on as the exclusive hair care sponsor for the Stuart Weitzman Oscar Style Lounge in West Hollywood. Joico Celebrity Stylist George Papanikolas, who has styled the tresses of Britney Spears, Miley Cyrus and Nicole Richie; Shear Genius Season One winner and Joico Guest Artist Anthony Morrison and Joico Educator and Final Cut Hair Studio's Adrianna De Los Reyes were all on hand with plenty of K-PAK and Design Collection hair helpers to prep celebs and VIPs for Oscar parties and other events. Among the notables stopping by for chic Joico hair, Lorac make-up, Weitzman shoes and chocolate from Madame Chocolat were 90201's Jessica Lowndes, Entourage's Perry Reeves, Melissa Rycroft from The Bachelor and Dancing With The Stars, Melrose Place's Brooke Burns and Mad Men's Abigail Spencer.

This year, special occasion style is all about texture, believes Papanikolas, so he recommended an '80s-inspired look with a modern twist to the "clients" in his chair. "The silhouette is wide rather than tall," he explains, "with plenty of soft, not crunchy, movement." To achieve the look, he sets top sections of blow-dried hair into pincurls and then uses a one-inch barrel iron to twirl remaining strands. After hair cools completely, he flips over the hair and dabs Joico's Design Collection Forming Polish on the ends for definition and shine. The finishing touch is a light misting of K-PAK Protective Hairspray, which, Papanikolas declares, is his "go-to" product for nearly every red carpet look because it delivers plenty of volume and control yet leaves hair soft and touchable!

In addition to handing out gifts of K-PAK Color Therapy Shampoo, Conditioner and Restorative Styling Oil, De Los Reyes took time between blow outs to demonstrate the new K-PAK ReconstRx Vapor Iron. She reports that the editors and reporters that stopped by the lounge were eager for the scoop on the revolutionary new tool, which actually reconstructs hair as it smoothes, leaving it shiny and ultra healthy and to experience their own strand transformations.

Well-coiffed and well-heeled—thanks to Joico and shoemeister Weitzman, Hollywood headed to the Oscars in head-to-toe style!