New "Drab to Fab" Starring Real Women and Damien Carney

With his signature wit and style, Joico International Creative Director Damien Carney will host a new series of hair styling “webisodes,” designed to solve the common hair woes of consumers everywhere. Called “Drab to Fab,” the series, launching March 1st, also offers great tips and tricks that salon professionals can use on their own clients in the chair.
 
Each breezy, two-to-five minute webisode taps into Carney’s considerable experience as a world-renowned stylist and educator. The concept for the series evolved from his own life. “When I’m on the road, working with hairdressers or clients, there are so many questions that constantly come up,” says Carney. “Things like how to achieve volume, get hair smooth, design a fringe, and assess a face shape. So we decided to create these webisodes—for hairdressers and for consumers—to help answer those questions.”
 
“Drab to Fab” will be available for viewing at http://apps.facebook.com/drabtofab. The “premiere” webisodes include:

Fringe Benefits: how to design, cut and style a face-flattering fringe.

The Perfect Blowout: the secrets of blow drying for bodacious body and lift.

Mom-Bob to Heart-Throb: an ordinary soccer mom is transformed into a red hot, sexy mama!

According to Damien, “Drab to Fab” features real-life salon clients, making the series accessible and relatable to everyone. “These webisodes are not trend driven,” he comments. “We’re showing the 'Damien way' of working with actual scenarios and hair dilemmas. These are real people, not models. We’re also demonstrating how relatively small changes can make a huge impact. It’s all very ready-to-wear, and we think many people will enjoy that!”

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