Shakin’ It with Joico

Joico's Hair Shake Launch Hosted By Peta Murgatoyd

Joico launched their newest product, Hair Shake, at the District by Hannah An. Hosted by Dancing with the Stars’ Peta Murgratroyd (performing the Hair Shake Dance), Joico’s Celeb Hairstylist Paul Norton created looks on guests and gave pointers on how to use new “secret weapon.” Hair Shake – an invisible, light weight, liquid to powder hybrid spray goes on DRY hair post-styling tools to finish into an enviable, sumptuous, long-lasting style. So where does the shake come in?  (Really, I had to just stop shaking this thing because I was having too much fun with it) – aha! There’s a little magical stainless steel ball inside – just like a can of spray paint or bottle of nail polish. That’s how the liquid-to-powder texturizer turns into a micro-fine, non-sticky mist.

I spoke to Norton – who’s responsible for  red-carpet and cover looks for Ashley Greene, Diana Agron, Robin Wright, Stacy Keibler and Gina Rodriguez –   “It’s an amazing texturizer,” says Paul. “Hair Shake is the most exciting product to come around in some time. …It’s the new standard in texture and volume for haircare in 2015 and beyond.”

So what’s this Hair Shake Dance? Joico’s tapped choreographer Mark Martinez (Janet Jackson, Michael Jackson, Madonna, Jennifer Lopez, and Paula Abdul ) as creator and sweepstakes launcher. The winner will dance and shake the night away in Las Vegas with a roundtrip 2-night VIP get-away for themselves and two friends, with dinner, show, and nightclub (and of course, beauty product) perks. For sweepstakes details and info, please click here. Joico’s “Hair Shake Dance” Sweepstakes is set to run from May 1 to June 30, 2015.

 

Above: Norton working it; Petra Murgatroyd prepping for the Hair Shake Dance; the HairShake line.

Pix courtesy Araya Diaz/Getty

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Donna Lethal

About Donna Lethal

Donna Lethal is the author of "Milk of Amnesia" and writes for her own blog (Lethal Dose), Hair Hall of Fame, Dowager Quarterly, Find A Death, & the Valhalla Cemetery chapter in "Weird Hollywood." A native of Lowell, Mass., she's lived in Boston, NY and London before settling here. When not writing, she's hiking, soaking in a Korean salt room or in the high desert with her pit bull.
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