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New kit celebrates 40th anniversary.
March 30, 2015
By: Melissa Meisel
In a year where Joico counts its 40th anniversary, Joico is partnering with LULU DK for a “Go Bold & Gold” campaign in April, that showcases an exclusive, limited anniversary edition design to its unrivaled and award-winning treatment, K-PAK Deep-Penetrating Reconstructor. The company also received its 15th consecutive win of the Stylist Choice Awards for “Favorite Deep/Restorative Conditioner” recently. Available for a limited time starting in April in salons and directly at Joico.com, the striking, gold-metallic designed bottle of “K-PAK Reconstructor” (with 40% more product!) will be offered along with a sheet of exclusively designed gold metallic, temporary tattoos free with purchase. Designer metallic, temporary tattoos have been all the rage with celebrities, with everyone from style mavens Beyoncé and Sarah Jessica Parker to young talents like Ariana Grande and Vanessa Hudgens showing them off like fine jewelry to add allure to a casual look or intrigue to a more formal one. The bottle design and the free tattoos that come with it, were both exclusive designs by artist Lulu deKwiatkowski, who’s company LULU DK, Joico has partnered with for this and other specially designed pieces in 2015. Lulu – a highly sought-after designer, known for her youthful yet chic designs, where old-world artistry meets eclectic and modern tastes – is a perfect fit for Joico. Big-name department stores have recognized the value of her unique designs, and when Joico landed on their “Go Bold & Gold” campaign for their 40th year in the world of professional haircare, they knew there was no one better than Lulu to help punctuate the campaign’s tagline and bring it to life visually. More info: www.Joico.com
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