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Introducing Joico`s Primaries Trend CollectionIntroducing Joico`s Primaries Trend Collection
February, 16 2007


Pure, Raw Elements Found in Nature Inspire Spring/Summer 2007 Hair Trends

Introducing Joico`s "Primaries" Trend Collection for Spring/Summer 2007

For spring 2007`s Primaries trend collection, JOICO`s Damien Carney and Sue Pemberton did not seek inspiration from the worlds of fashion or celebrity, but looked to Nature`s infinite bounty of pure, raw elements.

"Primaries is about looking beyond the manufactured trends our modern high-tech world produces, and looking for pure, raw inspiration in the only place that it still exists: Nature," explains Damien Carney, Joico International Artistic Director.

"In Nature, we discovered an endless number of natural elements --from every imaginable shape and texture to the most unexpected color combinations—that had never been translated to hair," says Sue Pemberton, Vero K-PAK Color Artistic Director.

For the cuts, Carney explored the angles, lines, exterior and interior of both basic and intricate geometric shapes. He also studied the physics of lightness versus density that exists in all matter. The cuts are reminiscent of the geometric styles popular during the 1920s or 1980s, but taken to a whole new level of complexity and originality.

For the color, Pemberton was inspired by the contrasting yet complimentary qualities of light (warm or cool, bright or soft) that exist in all things natural. Everything from volcanic ash, pebbles on the beach, desert sand, earth, and even rhubarb custard and cr´me brûl´e with raspberries served to inspire.

Their translation is not a literal one—both Carney and Pemberton personalized the looks by using their expert cutting and coloring skills to reinterpret their source of inspiration or combining elements that do not co-exist in the Natural World.

What resulted is a refreshingly modern hair collection based on clean lines, fluid movement and vibrant color that is the very essence of spring/summer 2007.

For more information on the Primaries trend collection. please call 1-800-80-JOICO or visit www.joico.com.

Joico, a division of Shiseido, Inc., has been dedicated to the Art of Healthy Hair since 1975. All Joico hair care, styling, haircolor and texture products fuse the latest breakthroughs in hair care science with inspirations from the worlds of art and fashion, to offer unparalleled quality and performance.
Source : http://www.joico.com
Credit : For more information about Joico, or to locate a Joico salon near you, please call 1-800-80-JOICO or visit the website url.

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