While not succumbing to the numbing power of self-indulgence, her counterpart Maximum revels in the immediacy of the now—capturing as much of the moment as she can via lavish extravagance.
Is someone having an identity crisis? No, it’s Minimum/Maximum, Joico’s 2009 trend collection. “The most important word today is diversity,” asserts Damien Carney, the company’s international artistic director. “As hairstylists, we must offer a diversity of looks that can be adapted to a variety of clients and will take those clients’ needs into account throughout the year.”
