In April 1977, the famous Studio 54 opened its doors, ushering in an age that would forever change music, fashion and the club scene. Although the lights have long grown dim over the legendary Manhattan disco, the wild fashion statements that emerged continue to resonate in beauty and fashion today. Taking a cue straight from the dance floor, Joico recaptures the lights, the movement and the textures reminiscent of this infamous club scene with the new collection… “54.”

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Like the eclectic music, lights and colors that gave this nightclub its organic energy, a complementary contrast in textures defines “54,” from the asymmetrical fringe, layers of long panels falling over shorter panels to the spotlights of primary color layered over the cuts. International Artistic Director Damien Carney uses both wet- and dry-cutting techniques and adds many underlayers to the hair for a veiled, ultralight angelic vibe that appears loose and carefree yet very modern.

The hair color in “54” creates a dazzling display of light, energy and movement using VeroChrome’s NEW Concentrates in primary colors of Really Yellow, Really Red-Violet and Really Blue. In the collection’s three featured looks, VeroColor Artistic Consultant Sue Pemberton demonstrates the virtually infinite combinations these three bold “spotlights” of color can produce on their own or when combined with the existing 21 shades in the VeroChrome demi-permanent color line. Bold or subdued – the versatility of the new Concentrates lets the stylist and client determine how extreme they want to go. 

For more information please log on to: www.joico.com