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THE BIG EASY
Relaxed high fashion hair looks with an effortlessly easy attitude from Joico

This summer, ‘easy does it gorgeousness’ is back on the fashion agenda. Collections celebrate individuality and a new softer femininity replaces last season’s mega watt glamorous 1940s styles.

This summer’s feel good fashion is about creating personal style that sets you apart. The overall feeling is clean, cool, refined and elegant as a super relaxed aesthetic points the way to an apparently effortless and sophisticated way of dressing. Slim silhouettes, luxury fabrics and bold block colour palettes make strong statements that are hard to ignore and dewy faces, bright eyes and hair just on the right side of unkempt complete these modern ‘undone’ looks perfectly.

Make your statement count with the latest hard hitting weapon of mass seduction to cross the Atlantic. The NEW Humidity Blocker (£14.95, 01282 683100) is part of Joico’s exciting new Design Collection – a range of superior styling products that literally push the boundaries of fabulous looking hair. Designed by session stylists and inspired by art, fashion and modern technology, this unconventional and avant-garde range of cutting edge styling tools are designed to take hair from the ordinary to the extraordinary quickly, easily and stylishly for the ultimate in artistic expression.

NEW Humidity Blocker

Humidity Blocker provides the key to achieving this season’s highly sought after effortlessly gorgeous hair styles. This high performance post finishing spray forms a weightless, invisible protective shield around the hair to lock out humidity, eliminate frizz and prevent your style from collapsing all day long. Its advanced system of resins and protection technologies combined with its delicious modern, clean unisex fragrance simply add to its appeal and make this high design, high style product practically impossible to resist!

Simply tong random sections of hair vertically then leave to cool and spray with ‘Humidity Blocker’ to prevent frizz, then use fingers to separate the waves and smooth the top layers of the hair for a sexy, tousled look designed to thrill. Alternatively, for this season’s sweetest easy going look, pull hair back off the face into an elegant ponytail, secure at the nape of the neck, spray with ‘Humidity Blocker’ and smooth hair down – Genius!

The new Joico Design Collection will be available in hair salons nationwide from June 2008 onwards. For your nearest Joico salon call 01282 683100

For further press information, call Essence PR on 020 8555 8960 or email essence@essencepr.com

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