|Introducing 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
"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
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
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.
|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.||