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Fashion, femininity and color collide when hair care brand Joico embarks on a year-long partnership with artist Bella Pilar, beginning in January 2014. Throughout the partnership, Pilar will create a series of illustrations that will ignite creativity through a series of lively characters that will be found on select hair care products and accessories. The limited-edition illustrations will roll out through the year as part of a multi-tiered marketing and public relations campaign.
Pilar aims to push her talent to a new level by depicting whimsical women who evoke a fashion-forward and inspirational ethos. Her characters are widely known for their style, joie de vivre and refinement—a perfect fit for a hair care brand known for its artistic skills. The artwork has wide appeal to today's beauty aficionados, which is what makes this partnership a natural fit for the brand.
"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. The illustrations will inspire the online fan base through the website, banners, PR and social media, bringing the partnership full circle. Illustrations will be woven into Joico's breast cancer awareness initiatives, its holiday collections and other special occasions, and marketing collateral including special edition product packaging and more.
"I knew that creating art would be a part of my life forever, but I feel honored that it has led me down such an amazing path to opportunities like this collaboration," commented Pilar. "Joico empowers its artists to transform hair visions into reality, which is exactly what I do as an artist. I look forward to finding new inspiration and taking artistic cues from the brand throughout this partnership."