Home' INSTYLE Magazine : INSTYLE MARAPL 2016 Contents As Joico's celebrity colourist
and spokesperson, Denis
is a dream come true for a
colour brand -- epitomizing
an insider knowledge on
the latest celebrity demands and well,
being easy on the eye, it's no wonder he
has also worked in the fashion industry as
a model prior to becoming Hollywood's
go-to colourist as the master of the sexy
Kick-starting his career in one of Los
Angeles' most prestigious salons, John
Frieda, and training with renowned
colourist Jonathon Gale, Denis has most
recently worked in West Hollywood's
Andy Lecompte salon. 2016 marks a
significant milestone for Denis with the
opening of his own West Hollywood salon,
Mare, in March.
Denis has attracted savvy clientele with
his signature and ultra-natural 'ipanema
beach blonde' colouring technique, an
approach that gets better and better after
"Essentially, it's just highlights, but I
lighten the ends a little bit more, making
them brighter and very exotic -- think
Giselle Bundchen after a week-long
vacation," Denis said.
ere's also a technique he likes to call
'Sombre' -- a softer ombre with highlights
that start a few inches from the natural
colour roots and gradually lighten towards
"I've been using Joico colour for years
because simply put, it's the healthiest for
my clients and I don't think clients should
have to suffer with damaged hair to have
colour," he said.
Denis's aesthetic and sense of luxurious
yet wearable colour made him perfect to
lead Joico's foray into pre-blended colour
with the launch of LumiShine Repair and
Permanent Crème and Demi-Permanent
"I love everything about LumiShine --
rich colour and brilliant transparency that
allows me to elevate the experience for my
clients. Its versatility is perfect for master
colourists, yet it's
so easy to use for
as well," he said.
w Describe the
concerned with the
and feel of her hair;
she wants to be
on-trend but also
wants her hair to look vibrant, glossy and
shiny! Whether you want grey coverage,
gorgeous blondes or rich brunettes --
LumiShine really is the answer for both
the client and the colorist of today and the
w In your years of colouring what excites
you the most about LumiShine?
e results are truly incredible!
e amount of shine we get is unseen.
It gives the client exactly what they want:
coloured hair that feels and looks healthy
-- because it is!
w What is the biggest thing your colour
clients like about you?
Personality and customer service -- they
go hand-in-hand. I'm the kinda guy that
devotes my full attention to my clients.
I'm not a hair colour factory that takes
5 clients at a time and leaves it up to
assistants to finish them up. I'm the old
school, one-on-one type of colourist and
my clients really appreciate that.
w What techniques have you been
working with mostly at the moment?
Sombré won't be going away anytime
soon. It's still a very sought-after look
it's only now reaching the non-metro
and coastal areas of the U.S. and other
parts of the world. I do many variations
of sombré and a lot of babylights -- wispy,
fine highlights that blend in beautifully
with the natural hair, for a soft, subtle
Joico's energetic Brazilian, Denis De Souza
captures the essence of a true super stylist -
curating colour trends and building a celebrity
clientele as the authority in luxe colour.
look overall that appears very natural and
is very versatile -- it works for anyone.
w How did you build your brand and
attract the right type of people to
It bears repeating that customer service is
extremely important but obviously always
learning new techniques, taking classes
to improve your skillset, and I think
raw talent and passion is very important
to build a brand and attract the type of
consumer you are looking for.
w Who do you look up to in the industry?
So many talents in colour and styling.
Guido, Serge Normant, John Frieda and
so many others...
w What makes ArgiPlex technology
different to other shine enhancing
products on the market?
ArgiPlex Technology is the latest in hair
colour innovation. Whereas traditional
hair colour actually depletes Arginine, a
vital amino acid, LumiShine replenishes
it 100 per cent. anks to this science too,
ArgiPlex increases client comfort because
you need less ammonia to colour hair,
while still giving you long-lasting results
that both you and your clients demand.
w How do you sell the technology
Not in words but in what they see and feel!
It's in the experience. Healthier looking
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