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JOICO PARTNERS WITH COLORFUL ARTIST BELLA PILAR

Hair Care Brand Taps Fashion-Forward Illustrator for Brand Exclusive Packaging and Novelties

Fashion, femininity, and color collide when world-renowned hair care brand, Joico, embarks on a year-long partnership with effervescent artist Bella Pilar beginning in January 2014. Throughout the partnership, Bella will create a series of captivating illustrations that ignite creativity through a series of lively characters that will be found on select hair care products and accessories. The limited-edition illustrations will roll out through the year as part of a multi-tiered marketing and public relations campaign.

An artist with a rich imagination, Bella pushes her talent to a new level by depicting whimsical women who evoke a fashion-forward and inspirational ethos.  Bella’s characters are widely known for their style, joie de vivre and refinement – a perfect fit for a hair care brand known for their head turning artistic skills. Her artwork has wide appeal to today’s beauty aficionados, which is what makes this partnership a natural fit for the brand.

“At Joico, we eat, sleep and breathe beauty. We are continuously exploring innovative ways to inform and inspire, and one way we do that is by surrounding ourselves with the most gifted artists and educators in the industry, like Bella,” said Damien Carney, International Artistic Director of Joico. “Bella’s work is exquisite, exotic, sassy, coy, fun, and fresh all in one. She has a magnetic energy that pulls people in through her signature designs. She will play an integral role in making this campaign memorable and wildly successful.”

Throughout 2014, Bella will create original artwork for a number of Joico milestone occasions, where she will apply her spirited vision to the brand’s image. The illustrations will inspire the online fan base through the website, banners, PR, and social media –bringing the partnership full circle. Illustrations will be woven into:

  • Joico’s breast cancer awareness initiatives
  • Joico holiday collections (including an online voting contest in February to choose the final art) and other special occasions
  • Marketing collateral including tote bags, iPhone cases, special edition product packaging, sunglass and make up cases, fine art gifts, in-store POS signage and other items

“I knew that creating art would be a part of my life forever, but I feel honored that it has led me down such an amazing path to opportunities like this collaboration,” commented Bella Pilar. “Joico empowers its artists to transform hair visions into reality, which is exactly what I do as an artist. I look forward to finding new inspiration and taking artistic cues from the brand throughout this partnership.”

Bella Pilar’s love of fashion combined with an imaginative aesthetic makes her the go-to- girl for the fashionista and girl-next-door alike, and her illustrations for Joico will bring this to life to consumers.

For additional information on Joico products, brand news and offerings visit www.Joico.com.