March 2013

The monumental year Joico is having has started out right, and if anyone knows how to get things started right it’s Joico’s Damien Carney. Joico’s webisode series, Drab to Fab staring Joico International Artistic Director Carney, was a veritable hit last year and this time he’s not alone. Joined by the budding couture connoisseur and Revenge star, Ashley Madekwe, Carney offers up some great hair tips and tricks in his easy to follow style, while Madekwe, a fashionista lends her editing-eye for styling that complements Carney’s work.  The two ‘brits’ paired up for three Drab to Fab webisodes and the first debuted at a by-invitation-only viewing party. This exclusive release party to view the first webisode, “What a Curl Wants,” occurred on March 6th at the speak-easy styled “Next Door Lounge” in Hollywood, CA. The gathering was a Who’s Who of online bloggers, beauty tastemakers and top trade media as well as other Joico special guests, and they were joined by none other than Carney himself.

The Drab to Fab webisode series promises to be a great one once again in 2013, with sites like TotalBeauty.com, InStyle.com and LATimes.com picking up various webisodes, viewers are loving the series. All webisodes are archived on Joico.com and are still being posted, reposted and shared on blogs, Facebook pages and other beauty sites. With this latest pairing of hair styling and education, plus fashion with a bit of celebrity sprinkled on top, the series and Carney are sure to only increase in popularity and demand.

In this sophomore year premiere, 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.

For the sexy voluminous curl Madekwe styles it up by toning it down, keeping it sleek and simple yet chic to not overpower the look. Madekwe who apart from starring in Revenge also has her own fashion and lifestyle blog called Ring My Bell says, “you don’t want to look like you’re trying too hard.”

Speaking of power, one of Carney’s go-to products for managing a voluminous hair style like often frizzy waves is Power Spray – one of Joico’s newest revolutionary products containing AquaLastik™, an exclusive technology, which forms a crystal-clear web of durable, humidity-proof hold that can be recharged and restyled for up to 72 hours. For this webisode the technique focused on drying while keeping the hair moisturized, applying K-PAK Color Therapy Restorative Styling Oil before drying to do so, and the perfect tools for keeping frizz out as you dry the curl, which Carney says can be as simple as your own hands and a “dressing” of K-PAK Protect and Shine Serum for shine and added, final frizz-protection.

The series which was recognized in 2012 as a “Silver Winner” by the 7th Annual W3 Awards is scheduled to air at least 6 webisodes this year, with Madekwe joining Carney for two more of these later this year. The series received a “Silver Winner” award for “Branded Content – Business to Consumer.” But this official recognition in its freshman year comes in a distant second to the response it has received from the online professional and consumer communities. Stylists and consumers alike can’t get enough of Carney as he offers up easy solutions and how-tos that are always fresh and modern – it’s style to impress with no stress. As Carney says, “keep it simple keep it chic – easy, fun, from drab, to fab.”

View the latest Drab to Fab, “What a Curl Wants” and more here.  To find the Joico products used on Drab to Fab with Damien Carney, visit the salon locator.