Joico’s webisode series “Drab to Fab” stars International Artistic Director Damien Carney in a series of makeovers that spotlight different styling techniques, products and trends. To debut their first episode of 2013, "What a Curl Wants" Joico hosted a cocktail party and viewing event in, where else, Hollywood, site of many famous premiers.
In the newest episode, "Revenge" actress Ashley Madekwe joined Carney as a special guest and style editor, adding fashion forward advice to the final finishing makeover look.The two Brits paired up for three "Drab to Fab" webisodes and the first debuted at the speak-easy styled “Next Door Lounge” in Hollywood, CA.
All webisodes are archived on Joico.com Carney offers up expertise on how to make what you’ve got work for you – “What A Curl Wants” is the webisode that goes out to all those girls with the fabulous curls! “So often women I know want to get rid of their curls or just can’t seem to get a handle on how to ‘handle’ their curls. To so many women they see their curly hair as kinky and unmanageable and so they’d rather just do away with them all together. But I say it just takes a little light effort and some good product and you can really work your curls and waves for a real modern and easy, very wearable style. It’s about making what you naturally have, work for you, and not forcing it to do something else,” says Carney.