2013 Premiere of Joico's "Drab to Fab" Webisode Celebrated in LA

By Anne Moratto | 03/06/2013 10:48:00 PM



click image to zoomValerie Robinette, Joico's Director of Public Relations, and Anne Moratto, Modern Salon at the launch party.

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.

Damien Carney and Ashley Madekwe 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.

View the latest Drab to Fab, “What a Curl Wants” and more at www.Joico.com/videos. To find the Joico products used on Drab to Fab with Damien Carney, visit www.joico.com/salon-locator.




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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 amoratto@vancepublishing.com


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