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Super-wearable, everyday waves are vibing big-time now. And no one wears them better than Joico Global Celebrity Spokesperson, Kate Hudson, whose joi-filled spirit embodies the easygoing chic of this intentionally undone style.
“You could wear [this look] every day, and if you go somewhere, and you don’t want your hair to look too perfect, this would be [great].”
– Celebrity Stylist, Renato Campora, of the “chillaxed” waves he personally created for Kate.
Today, he’s rolling out his master step-by-steps so everyone can get the look.
Meet the artist…
Renowned hairstylist, Renato Campora, who created all the looks for Joico’s 50 th Anniversary campaign featuring Kate Hudson, is a true legend in the beauty industry. Originally from Italy, this talented artist’s work on Hollywood’s hottest stars has graced everything from the Oscars to the Met Gala, movie premieres, and beyond. Celebrated for his distinctive ability to reinterpret and transform classic looks into the modern age, his creativity knows no bounds.
The inspo: Undone curls…as if a day at the beach created the waves effortlessly.
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Kate’s Beachy Waves: The How-Tos…
The prep: Start with Defy Damage Protective Shampoo and KBOND20 Power Masque to protect your hard work from start to finish with bond-building, damage-prevention ingredients.
Next come the waves: Working in small sections, Renato uses a curling iron to curl the entire head of hair. “After using the curling iron, I used Joico Hair Shake Liquid-to-Powder Texturizing Finisher, which builds up volume and texturizes the hair, ” Renato says. “The reason this product is so good is because it’s still flexible. Beachy waves are nice when the look moves around. When it looks fluid, flexible and not too firm. ”
Lock it in: To finish the look, Renato re-curls any pieces of hair that need additional bounce. If you’re looking for long-lasting hold, Renato loves to finish with Joico Power Spray Fast-Dry Finishing Spray.
Try Renato’s clever Hair Shake trick: To ensure even product distribution, Renato reaches for a damp microfiber towel when using Hair Shake on Kate’s beachy waves. After applying a few sprays of product to the towel, Renato lightly “wipes” the towel over the hair to avoid over- saturating and achieves a relaxed finish. “I didn’t spray it directly into the hair. [By spritzing into the towel}, the product goes all over, so it will become a more natural look instead too perfect.
“This look is kind of sexy, beachy. I love that feeling when the hair moves and it doesn’t look too stiff and static.”
– Renato Campora.
Why styling products are everything to him…
“Products are 50 percent of my final work, ” explains Renato, who used no fewer than three different Joico stylers to create Kate’s wavy look. “Products are the key, in my opinion, for many hairstyles — if you want to do a beautiful blowout, you need to also build up the foundation in the blowout in order to maintain that shine. They’re also important to protect hair from heat, to add volume to the roots, and to create hairstyles you can easily maintain. ”
Every time you click on Joico.com or hop on over to their Instagram page, you’ll catch Kate Hudson’s cheeky fun, fabulous hair, and lively insight. Stay tuned for lots of excitement to come!
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