Modern Salon
MenuMENU
SearchSEARCH

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

Joico’s webisode “Drab to Fab” stars International Artistic Director Damien Carney is a series of makeover videos that spotlight different styling techniques, products and trends. To debut their most recent episode, Joico hosted a cocktail party and viewing event in, where else, Hollywood, site of many famous premiers.

Anne Moratto
Anne MorattoDirector of Brand Content Strategy, MODERN SALON and NAILS
Read Anne's Posts
March 7, 2013
2 min to read


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.

Ad Loading...

Valerie Robinette, Joico's Director of Public Relations, and Anne Moratto, Modern Salon at the launch party.

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.

Damien Carney and Ashley Madekwe

Topics:In The KnowIndustry NewsManufacturers/Distributors

More In The Know

Ad Loading...
A man cuts a man's hair
In The Know|Articles|Aug 6, 2026

In Dubai, Clients Visit the Salon Every Week. Here’s What That Market Can Teach You

In Dubai, a salon visit isn’t an appointment. It’s a weekly routine, and clients can spend $800 to $1,400 a month on it, according to Gaurav Tripathi of MADI International. On October 6-8, 2026, the market behind those numbers opens its doors as Beautyworld Dubai marks its 30th edition at the Dubai World Trade Centre, bringing together distributors, brands, stylists and salon owners from all over the world.

Sponsored by BeautyWorld Dubai

A woman with long brown hair, a black sleeveless blouse, and a beaded headband.
In The Know|Articles|Jul 2, 2026

Mireya Villarreal Announces From Chair to Boss Live, a New Business Education Event for Beauty Professionals

Mireya Villarreal, founder of From Chair to Boss™, is bringing together beauty industry leaders for a new one-day educational event designed to help salon professionals strengthen the business side of their careers. From Chair to Boss Live! will take place September 28 at the Hilton Oak Brook Hills Resort & Conference Center in Oak Brook, Illinois.

by Anne Moratto
Ad Loading...
Ad Loading...
View All →