JOICO “HAIRSTORY” CONTEST WINNER RECEIVES MAKEOVER FROM CELEBRITY STYLIST GEORGE PAPANIKOLAS

Media Contact:

Kristina Soriano

Pierce Mattie Public Relations

kristina@piercemattie.com

212.243.1431

Everybody has a “hairstory”—a tale of unforgettable tress stress that goes down in history as the worst hair day ever. So when Joico kicked off its recent Hairstory Contest, promising a complete makeover to the winner with the most dramatic tale of hair woe, the entries poured in.

The company posted the best entries online and opened the contest up to a popular vote. And the winner was…Eleonore Thomas of Newcastle, Delaware, who received a trip to Los Angeles and a complete makeover by Joico Celebrity Stylist George Papanikolas (Britney Spears, Megan Fox, Hayden Panettiere, Minka Kelly.)

Thanks to George, Eleanor’s “Elle-Fro” (also described in her contest entry as “a big frizzy mess”) was tamed into submission and transformed into a sassy, sexy, chic style with red carpet-ready caramel highlights. In addition to creating Eleanor’s beautiful new hue with Joico Vero K-PAK Color, George broke out the brand new K-PAK Color Therapy collection to provide the lucky winner with beautiful, manageable texture. Color Therapy Shampoo and Conditioner enhance color vibrancy and shine and the revolutionary Color Therapy Restorative Styling Oil seals and nourishes the hair cuticle, which discourages premature color fading. As it helps regenerate hair, the oil also conditions for incredible softness and smoothness. As a styling aid, it reduces styling and drying time and provides vibrant shine without weight or build-up.

An aspiring actress, she had a photoshoot, and fully expects casting agents to sit up and take notice of her new look. “What was life even like before the Joico contest? I can't recall,” Thomas laughs. “The makeover was truly amazing!”

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Joico, a division of Shiseido, Inc., has been dedicated to the Art of Healthy Hair since 1975. All Joico hair care, styling, haircolor and texture products fuse the latest breakthroughs in hair care science with inspirations from the worlds of art and fashion, to offer unparalleled quality and performance. For additional information, salon professionals may call 1.800.80.JOICO or visit www.joico.com.

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