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JOICO’S DAMIEN CARNEY CREATES THE PERFECT “IMPERFECT” SUMMER BEACH WAVES

D2F Beachy RELEASE

Latest Drab to Fab Webisode Featuring Revenge Actress Ashley Madekwe

June 2013

“Imperfection is perfection when it comes to loose, relaxed, beachy waves,” declares Joico International Creative Director Damien Carney, and he proved his point in the latest episode of his popular Drab to Fab web series. Making her second appearance, Damien’s co-star in the series, Revenge Actress Ashley Madekwe, calls the look “the perfect style for summer, for day, evening, anytime!”

In the Drab to Fab spot, Damien demonstrated the look on a model with long, straight hair.  He prepped the hair with Joico K-PAK Shampoo and Conditioner, then applied Joico Power Whip Whipped Foam to damp strands for “flexible, yet firm hold.”  Once hair was dry, he divided it into about six large, diagonal/vertical sections from top to tip, all around the head.  He peppered each section with Joico Power Spray Fast-Drying Spray—a firm hold spray that doubles as a working spray—and wrapped it around a large barrel curling iron from midlengths to ends.  On some sections he curled the hair all the way to the ends; on others he left the tips uncurled in order to create an unstructured, casual effect.  Once each section heated thoroughly, he slid out the iron and clipped the curl into place.  After all the hair was “set,” he released the clips and gently stretched each one to loosen the curl.  “Your goal is to create a ‘squiggle’ of movement, a curve,” he explained, “rather than an actual curl.”  He used his fingers to break up and blend the curls, then brushed through with a large, flat bristle brush.  Finally, he misted strands with his secret weapon–the new Joico Instant Refresh Dry Shampoo.   “It gives hair that boost of energy and separation,” he explained.

To complement the large, loose waves, Ashley chose a denim-on-denim ensemble for the model—chambray blouse tied at the midriff and darker, stonewashed skinny jeans.

This look is easy to do and suitable for anyone, Damien and Ashley agreed. It’s simply the perfect “imperfect” summer style!