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Joico is embarking on a year-long partnership with artist Bella Pilar

January 1, 2014

Joico is embarking on a year-long partnership with artist Bella Pilar. Throughout the partnership, Pilar will create a series of illustrations that ignite creativity through a collection of lively characters that can be found on select hair care products and accessories. The limited-edition illustrations will roll out throughout 2014 as part of a multi-tiered marketing and public relations campaign.

“At Joico, we eat, sleep and breathe beauty. We are continuously exploring innovative ways to inform and inspire, and one way we do that is by surrounding ourselves with the most gifted artists and educators in the industry, like Bella,” said Damien Carney, international artistic director of Joico. “Bella’s work is exquisite, exotic, sassy, coy, fun, and fresh all in one. She has a magnetic energy that pulls people in through her signature designs. She will play an integral role in making this campaign memorable and wildly successful.”

Throughout 2014, Bella will create original artwork for a number of Joico milestone occasions, where she will apply her spirited vision to the brand’s image.

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