Joico Artists Deconstruct the Intense Color Trend on the Catwalks

By Anne Moratto | 10/03/2013 4:00:00 PM


Now that New York Fashion Week is a wrap, the verdict is in from the trendspotters at Joico.  The spring fashions were soft and pretty, say Joico International Vero K-PAK Color Artistic Director and NAHA Haircolor Winner Sue Pemberton and Joico International Guest Artist Cherry Petenbrink.  But when it came to the hair?  Now that was intense!

From Nicole Miller to Zac Posen, unexpected brights rocked the runways.  Cobalt blue, emerald green, cherry red and lemon yellow all made appearances—individually or in rainbow-style combinations.  “I believe that brightly colored hair is not just a fad,” says Pemberton.  “It’s been around for awhile and it’s not going anywhere.  An allover look may not be for everyone, but there are lots of ways to incorporate a bright color into a more conventional color design with a few streaks or pieces.” 

Whether the finished look is subtle or screaming, believes Sue, the best hues for the job are Joico Vero K-PAK Color Intensity shades.  With the recent addition of two new shades—Cobalt Blue and Peacock Green—joining the existing selection of Pink, Indigo, Red, Yellow, Orange and Clear Mixer, the entire color wheel is now at every colorist’s disposal. “These direct dyes are completely intermixable,” explains Petenbrink, “so you can create any imaginable shade.  And you can also mix Intensity shades with Clear to subdue the tonality.”

Catwalk Colors—Get the Hues

click image to zoomNEW YORK, NY - SEPTEMBER 06: A model walks the runway at the Nicole Miller Spring 2014 fashion show during Mercedes-Benz Fashion Week at The Studio at Lincoln Center on September 6, 2013 in New York City. (Photo by Frazer Harrison/Getty Images for Mercedes-Benz Fashion Week)

Blue Moons

Cherry’s Formula

Prelighten: Joico Verolight Powder Lightener + 10-volume developer

Blue:  Joico Intensity Cobalt Blue + Clear

Create horizontal slice partings from hairline to just behind the ear.  Continue to the crown on each side.  Prelighten to Level 8.  Apply blue formula from scalp to ends on pre-lightened slices.

click image to zoomGetty ImagesNEW YORK, NY - SEPTEMBER 09: A model walks the runway at the Ohne Titel fashion show during MADE Fashion Week at Milk Studios on September 9, 2013 in New York City. (Photo by Joe Kohen/Getty Images)

Punk Peacock

Sue’s Formula

Prelighten: Joico Verolight Powder Lightener + 10-volume developer

Perimeter (2-3 inches): Joico Color Intensity 2 parts Peacock Green + 1 part Yellow

Crown: Joico Color Intensity 3 parts Cobalt Blue + 1 part Clear

Joico Color Intensity concentrated pigments can be applied directly to hair (no developer required), or mixed with the other shades in the collection to produce a wide range of hues--from vibrant vivids to delicate pastels. These hues are formulated with Joico’s exclusive K-PAK Quadramine Complex, which repairs hair as it’s being colored, leaving it incomparably healthy and shiny. LEARN MORE







Anne Moratto’s well-rounded beauty career includes years in beauty public relations, beauty marketing, beauty manufacturing, and now, with MODERN SALON, in beauty publishing. The through-line has been an intense interest in all things beauty and a sincere appreciation for the skilled artists and entrepreneurs who make the industry so vital, compelling and creative. Anne, a native of Wisconsin, lives with her family in Los Angeles, CA, and is MODERN SALON’s West Coast Beauty and Special Markets Editor. She can be reached at


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