French hairstylist, makeup artist, perfume creator, fashion designer, art director and photographer Serge Lutens served as the creative director for Shiseido during the 1980s. His images, marrying graphic detail and otherworldly shapes, enjoy iconic status in the worlds of fashion and beauty. It was Lutens' unique, boundary‐breaking esthetic that inspired Le Graphique - the Trend Collection from Joico for Spring/Summer 2010.

"Lutens was a multi‐tasking artist with a unique sense of humor," says Joico International Artistic Director Damien Carney, who created Le Graphique with Vero K‐PAK Color International Artistic Director Sue Pemberton. "He really changed the way we see beauty."

Consequently, after a complete 'Lutens immersion', Carney believed that, Le Graphique must offer three key elements:

• Memorable silhouettes with crisp edges
• Strong lines that balance the knife‐sharp with graceful curves and fearless angles
• Extreme finishes, from high‐gloss to matte.

Le Cuts
The result is Le Graphique Volume I (Spring/Summer 2010) ‐ a collection of 2 cuts, each of which is finished in three, astonishing different ways. "We start with neat, tailored polished shapes with strong technical foundations," comments Carney. "But with a flick of the wrist, each can be completely transformed." Each face‐framing cut is designed to create the illusion of a perfectly oval face ‐ the 'esthetic ideal' ‐ while adding drama to the facial features. Carney also used deliberately‐placed disconnection to sculpt, balance and flatter and he points out that "because there is flow and harmony in each design, all of the looks are easily adapted to a wide range of hair textures and clients."

Le Color
Lutens' bold, innovative use of color and graphic shapes influenced Sue Pemberton's color design choices. In a unique exploration of level, tone and intensity, she worked with uniform palettes of Vero K‐PAK Color shades, but varied the intensities and base colors. For the Spring/Summer 2010 Volume 1 Trend Collection, shades of gold, copper, cool red, and purple were set against a contrasting red base with soft highlights and against a copper base with stronger highlights, resulting in color that is both seamlessly merged and graphical.

Pemberton's artful color placement accentuates the focal points of each cut, and sets off the best features of each model.

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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, hair
color and texture products fuse the latest breakthrough in hair care science with inspirations from the worlds of art and
fashion, to offer unparalleled quality and performance.
For more information about Joico, please call +31 492 553 999 or visit www.joicoeurope.com