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Joico announced earlier this year that it is partnering with celebrity colorist Denis de Souza for color and luxe techniques. Denis said, “I’ve been using Joico products ever since I remember, which is a true testament to the brand’s ability to remain timeless and relevant.”
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Joico Vero K-PAK Color International Artistic Director Sue Pemberton’s vision for the it color of the season – pure platinum blonde – was that she wanted a high-lift blonde that showcased a beautiful, lustrous shine.