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Collections > First Look: Joico “Minimum/Maximum” Collection
January 30, 2009

First Look: Joico “Minimum/Maximum” Collection

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First Look: Joico “Minimum/Maximum” Collection

The concept behind Joico’s 2009 Minimum/Maximum Collection is to give clients the opportunity for variety.  “The most important word today is diversity,” declares Joico International Artistic Director Damien Carney.  “As hairstylists, we must offer a diversity of looks that can be adapted to a variety of clients and will take those clients’ needs into accounts throughout the year.”

Learn the Step-by-Step:  Joico’s “Alison” Minimum/Maximum Color How-To

The four looks in the Minimum/Maximum Collection are inspired by the catwalk. “Minimum” represents the clean, pure, spare shapes and hues of Calvin Klein, Helmut Lang and Zac Posen.  On the other side of the spectrum are the “Maximum” looks—complex, multi-faceted cut and color designs that mirror the opulence and intricacy of Alexander McQueen and John Galliano.

Carney and Joico Vero K-PAK International Artistic Director Sue Pemberton based the looks of the collection on the key foundational cut and color techniques.  The “Minimums” are achieved using just one or two of the techniques, while “Maximum” inspires creativity with a variety of techniques, lengths, textures and unexpected colors.  “Minimum” is simple and straightforward,” comments Pemberton, “while ‘Maximum’ is about more—more foils, more colors, more of everything to get a ‘wow’ result.”

The comprehensive color palette of the collection chosen by Pemberton ranges from subtle warm and cool blondes and rich brunettes to unexpected “pops” of canary yellow and silky lavender. Carney’s finishing range from nearly natural to, in Carney’s words, “smooth, rough, coarse, tatty or a mix and match of any of the above.” 

For more information please contact www.joico.com

 

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