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SEARCH“This was a look created for Joico’s new brand imagery to go with its new tagline “Joico—Turn Heads.” We wanted a high-lift blonde that showcased a beautiful, lustrous shine,” says Sue Pemberton, Joico Vero K-PAK Color International Artistic Director.
Sue Pemberton
Joico Vero K-PAK Color International Artistic Director
THE VISION: “This was a look created for Joico’s new brand imagery to go with its new tagline “Joico—Turn Heads.” We wanted a high-lift blonde that showcased a beautiful, lustrous shine,” Pemberton says.
FORMULAS/APPLICATION
Natural Level 5, pre-colored blonde with old highlights
Formula 1: Vero K-PAK Color, 2 oz. 10A with 2 oz. 20-volume (6%) Veroxide
Formula 2: VeroLight Lightening Powder with 10-volume (3%) Veroxide, mixed to desired consistency
Formula 3: VeroChrome, ½ oz. B9 + ½ oz. Clear mixed with Activator in a 2:1 ratio
STEP 1. Apply Formula 1 to the regrowth area and process 35 minutes. Shampoo and towel dry, leaving hair 75% damp.
STEP 2: For natural-looking highlights and ease of regrowth, switch-up slices and weaves. Place them for a seamless fl ow; avoid symmetry. Process 20 to 30 minutes, then shampoo and towel dry.
STEP 3: Apply Formula 3 from scalp to ends, process for 10 to 20 minutes, then shampoo. Apply Reconstruct K-PAK for 5 minutes, then rinse. Recondition with Intense Hydrate for 5 minutes and rinse.
Hair: Damien Carney, Joico International Artistic Director
Make-up: Walter Obal
Photography: Hama Sanders
Creative Director: Joseph Suarez
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