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JOICO Goes On Tour with Louis Byrne

Wednesday, 09 March 2016 11:19

JOICO was the range of choice for superstar session stylist Louis Byrne who approached the hair care, styling and colour company to equip his kit bag with high performance, multi-purpose products to join award-winning singing sensation Ellie Goulding on the European leg of her Delirium Tour.



“The mammoth tour takes in 15 countries and 25 cities for 31 performances so it was essential I had a kit bag packed with the best products for the job,” says Louis. “JOICO allows me a sense of self expression and creativity. Ellie’s hair is at an incredibly versatile length so we have been trying out lots of different looks and playing around with texture.”

The looks are obviously paramount but the longevity of the styles is also essential. “Ellie is an expressive performer and some of her dance routines are pretty high octane,” explains Louis. “I need to be sure that whatever look we go for is going to last. Therefore, JOICO was the brand for the job.”

 “It’s been an honour to be asked to accompany Ellie on tour, we’ve been working together for a while so have a great relationship which is making the whole experience, hugely entertaining and fun.”

Followers on social media of Louis, JOICO and Ellie are being treated to stunning behind the scenes shots of the popstar preparing for her performances as well as the finished looks.

And Louis favourite JOICO kit bag essential? “I can’t get enough of JOICO Hair Shake. It creates gorgeous, mussed-up sexy hair. The micro-fine mist that amps up her hair with the most touchable, velvety-soft, mega-volume finish. Very Ellie!” And neither it seems can the songstress’s Instagram followers with the shot of Louis styling Ellie’s hair with the extraordinary new liquid-to-powder texturizer being “liked” by over 160,000 of them.

 

www.joicoeurope.com

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