Known for her whimsical fashion illustrations, artist Bella Pilar will embark on a yearlong partnership with Shiseido-owned hair-care company Joico.
Throughout 2014, Joico will roll out limited-edition packaging featuring illustrations for marketing and public relations initiatives like breast cancer awareness and various limited-edition launches.
“The aesthetic is every girl’s girl,” said Pilar of the drawings she drafted for the hair brand. “People can see themselves in them. They’re fun and free and beauty- and fashion-loving girls.”
Beginning next week, Joico will offer tote bags and sunglass cases featuring Pilar’s artwork as a gift with purchase at 20,000 U.S. Joico salon locations.
“Her illustrations, being colorful and youthful, are a way to drive in the consumer,” said Damien Carney, international artistic director of Joico. “She gives a refreshing look as to why fashion and beauty go together.”