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SURVEY REVEALS WOMEN’S “HAIR FAILS”

SurveyHairFails RELEASE

JOICO NATIONAL SURVEY REVEALS WOMEN’S “HAIR FAILS” IN THE DIGITAL AGE
Poll discovers 69 percent need expert advice to avoid a bad hair photo

Los Angeles, April 4, 2013 – We live in a “photo-ready” world.  Nearly every moment of our lives is captured on film and shared globally within minutes.  But not every moment is its best. According to a recent *poll conducted by national hair care brand Joico, a whopping sixty-nine percent of women report having experienced a “hair fail” that ruined a photo…something they noticed only after having taken the picture.  Joico teamed up with celebrated hair stylist, Damien Carney, and international fashion photographer, Babak, to create foolproof tips designed to help women showcase flawless, camera-ready hair.

THE FACEBOOK EFFECT
The big hair fail begins with monumental moments in a woman’s life when her hair must look its best.  Those moments, whether a fantastic hair triumph or an epic hair fail, instantly become imprinted in a woman’s hair history thanks to Facebook and other social outlets, like Twitter and Instagram.  From work events and first dates, to family functions and special occasions, most women are ignoring the quickest road to success by procrastinating hair day prep. The survey revealed that on average, women are only planning for their big “hair moments” eight days in advance, and even worse, thirty-seven percent of women do not plan ahead at all.  Not only are women failing to help their own hair, they’re also not helping with their friends’ hair.  Two in five (41%) women wouldn’t tell their friend if her hair was out of place during a big “hair moment.”  As the poll found, nearly one in five (17%) women “tress to impress” old acquaintances or flames.

EXPERT TIPS TO AVOID A FAILED PHOTO
Many women aren’t prepping to ensure their style goes up without a hitch. Seventy percent of women ignore consulting a salon hairdresser prior to the important moment and seventy percent also aren’t testing out their big “hair moment” style before the big event.  Whether you’re snapped spontaneously or intentionally on film to mark an occasion, flawlessly-styled hair is critical. Here, with the help of cut and style master Damien Carney and imaginative hair and fashion photographer Babak, some insider tips and tricks to get you ready for the next big cheese:

Keep Your Cool (Color):
Babak’s Photo-Ready Insight: “Hair always reads “warmer” on film…which means a brunette often appears coppery; a blonde shows up yellow or gold; and a ginger can look, well, downright spic.

Damien’s Drab to Fab Tip: “If you have color scheduled before an event, ask your stylist to balance the warmth by leaning toward slightly cooler tones.”

Smooth Things Out:
Babak’s Photo-Ready Insight: “You look in the mirror and think your hair is tame and in place, but hit those locks with the professional lights and, suddenly, the frizzies and flyaways you didn’t even know you had are in the spotlight.”

Damien’s Drab to Fab Tip: “A dab of controlling product, like the Joico K-PAK Protect & Shine Serum, rubbed between the palms and smoothed onto the crown of the hair, puts those errant strands back in place. “

Forget Fattening Up Fine Hair:
Babak’s Photo-Ready Insight:   “If locks are on the skimpy side, it’s only natural to want to amp things up with volumizing products and a bit of strategic teasing. While that works beautifully in the real world, you can’t fool the camera…which will shine light right through your minimalist strands, and actually highlight the problem.”

Damien’s Drab to Fab Tip:  “For a fuller effect, opt for a style that’s flatter and smoother or a stylish up-do, giving your fine hair a dense, almost compact appearance.”

Shake it, Baby:
Babak’s Photo-Ready Insight:  “A style that’s too done will look severe on camera.”

Damien’s Drab to Fab Tip:  “Just when you think you’ve styled your hair perfectly…toss your coif around to loosen things up. This last-minute “messing” offers just the right amount of natural movement.”

*Methodological Notes
The Joico Survey was conducted by Wakefield Research among 505 nationally representative American women, ages 18 and older, between May 31st and June 5th, 2012, using an email invitation and an online survey. Quotas have been set to ensure reliable and accurate representation of the U.S. female population 18 and older. The margin of error for this study is 4.4 percentage points.

About Damien Carney
Considered one of the top hair cutting and styling masters in the U.S. and abroad, Carney had worked on campaigns for Kevyn Aucoin Cosmetics, done high fashion and editorial photoshoots for all the top fashion and lifestyle magazines and continues to be on the forefront of the industry, creating and influencing trends in styling and cutting. He is International Artistic Director for Joico and star of their webisode series, Drab to Fab.

About Babak
Renowned hair and fashion photographer Babak, is highly sought after for his unique vision at each photoshoot to capture just the right moments on camera. Consistently shooting the top hair entries for the North American Hairstyling Awards (NAHA) and even teaching classes on how to photograph hair, Babak continues to be the go-to photographer for the industry’s top cut and style masters.