JOICO/ISO ANNOUNCES THE WINNERS OF THE NORTH AMERICAN SHOOT-TO-WIN CONTEST

Robert Josef, Erica Jemison, Chad Taylor and Eve Parr recently received some very exciting phone calls. Each of these Joico/ISO artists got the word that they won first prize in their categories in the first-ever Shoot-To-Win photo competition. What did they win? A trip to Toronto to create a photo collection to enter in the North American Hairstyling Awards with top photographer Babak, along with mentoring by Joico International Creative Director Damien Carney. "These artists demonstrated that they have talent," comments Joico/ISO Director of North American Artistic Development Gina Coburn-Steele. "Now, working with Babak and Damien, they will take their skills to the next level."

Coburn-Steele conceived of the competition for the North American network of Joico and ISO artists in order to encourage these artists to stretch their "photo" muscles and show off work that often doesn't get widely seen. Entrants were invited to feature either the Joico or ISO collection of products in a makeover that included a before shot and up to five different "afters." A distinguished panel of judges—including Joico Director of Education Angelia Polsinelli, Joico Vero K-PAK International Creative Director Sue Pemberton, Joico Director of Communications Patrick O'Keefe, Modern Salon's Michele Musgrove and Salon Magazine's Laura Dunphy—selected the four winners: one winner representing each brand, and one each from the U.S. and Canada.

The winning collections demonstrated a wide range of style and skill. On behalf of Joico, Erica Jemison produced an edgy, deep brunette with a dramatic asymmetrical fringe accented with deep violet and Chad Taylor offered up a stunning, frothy, champagne blonde. In the ISO category, Robert Josef produced coffee-colored, full-textured curl, while Eve Parr rocked the world with her beyond-vivid red violet hue.

Now these artists are off and running, so look for some familiar names on the NAHA finalists' list in 2011!