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Joico Announces the Winner of the Intensity Haute Hues Instagram Contest

Darnell Wold started 2014 with a bang when he discovered that his luscious creation of sapphire, indigo and amethyst ombré hues took first place in the Joico Intensity Haute Hues Instagram Contest!  Darnell has won the incredible opportunity to assist Joico International Artistic Directors Damien Carney and Sue Pemberton on the upcoming Haute Hues photo shoot in New York City! He’ll be on set as Carney—the icon of style and cutting—and two-time NAHA Haircolorist of the Year (including 2013) Sue Pemberton create head-turning looks that will be featured in a top trade magazine!

The contest, which was elaborated over Instagram, garnered hundreds of photo entries from across the U.S. – almost 600 in fact! Using hashtag “#JoicoIntensity” and tagging “@Joico” to enter an Instagram photo of their colorful look, artists clamored for a chance to win the coveted prize of a NYC trip to a Damien Carney and Sue Pemberton photo-shoot, who hand-picked Darnell as the winner from a group of finalists. “The final group of artists really turned in some great color work, but when we saw Darnell’s, both Damien and I thought he created the most impressive composition with a difficult color palette,” explained Pemberton.

Artists were invited to derive inspiration from Sue Pemberton sample-formulas as well as from top Joico Colorists like Guest Artist, Cherry Petenbrink and Joico Artists, Rebecca Taylor, Emma Sheahan, Katie Bilovol and more, whose downloadable formulas are still available at When asked what he thought about the contest Darnell stated, “I loved that this contest was via social media because it gives so many different people the opportunity to participate and be inspired by one another. I have had more success as a hairstylist in one year using social media than I’ve had in the previous nine years without it.”

Darnell’s bold and beautiful color design showcases the brightness, richness and excitement of Joico Intensity hues. When asked about his inspiration, Darnell explained: “I look at hair as a blank canvas and I begin sculpting and transcending my vision through abstract lines and unconventional color placement.” Beautifully executing a daring color palette, Darnell expressed, “I love breaking the rules and as you can see with this look I took a color blocking approach to bring three vibrant colors together that would complement one another beautifully.”

Here is how he created the look!

(Starting Level: 4)

Prelighten: Joico Vero K-PAK Crème lightener + 20-volume developer (lift to yellow)

Formula 1: Joico Vero K-PAK Color Intensity Peacock Green

Formula 2: Joico Vero K-PAK Color Intensity Indigo

Formula 3: Joico Vero K-PAK Color Intensity 1 tube Clear + 1 inch ribbon Pink + ¾ inch ribbon Indigo


Divide the hair into three, equal horizontal sections. Subdivide the top hairline section according to where the client parts her hair. Begin the application in the bottom/nape section.  On subsections, apply Formula 1 from the scalp to a third of the total length.  Apply Formula 2 to the next third of the section and Formula 3 to the remaining ends.  Use the index and middle finger to smudge the area where the formulas meet on the strand in order to prevent a harsh line of demarcation.  Be sure the hair is completely saturated. Repeat the application on the center horizontal section.  Complete the top section, working in vertical subsections.  Apply the color carefully, being mindful of the face-frame design, layers, fringe, etc.  Process 30 minutes and shampoo and condition with Joico Color Endure Sulfate-Free Shampoo and Conditioner.

Darnell was excited to win, exclaiming, “This is my first time winning a social media contest from such a large brand and I couldn’t be happier!” Accommodations and travel are all covered for Darnell’s NYC-shoot experience with the icons of cut and style, but that’s not all.  Darnell’s grand prize also includes a Joico Vero K-PAK Color Intensity Haute Hue Kit containing the new Color Intensity Cobalt Blue and Peacock Green shades, plus Color Intensity Clear and Yellow, a formula guide and a swatch ring and a Stylist Power Pack containing Joico Power Spray, Power Whip, Power Gel, Humidity Blocker, Texture Boost, Instant Refresh and K-PAK Protect & Shine Serum.  …In a nutshell?  Everything he needs to continue creating “intensely” beautiful styles!