Hair colour expert Josh Wood joins Drest
Luxury mobile fashion and beauty gaming specialist Drest has launched an exclusive beauty collaboration with global hair colour expert Josh Wood.
He’s signed up to be Drest’s permanent ‘Hair Color Expert’, working with the luxury styling game’s in-house avatar artists “to bring an unprecedented level of quality and fashion authenticity to the game’s market-leading beauty offering”.
The company said Wood will lead colour direction for the app, “further elevating the range of hairstyles on offer, which have all been reviewed by experts from the Fashion Minority Alliance to ensure all hair types are accurately represented”.
The celebrity colourist has worked with Prada, Marc Jacobs and Alexander McQueen, among others, to curate looks for runways and red carpets.
And the new Drest partnership sees him having created three new runway-influenced hair looks: Cherry Pop and Copper that were inspired by Wood’s work with Miu Miu; and Pink Quartz, inspired by his work for Marc Jacobs. The initial game runs until the end of the month.
Game players can also compete to win real-life prizes as part of dedicated hair colour challenges. These include a digital colour consultation with Wood and bespoke Josh Wood Hair Color product hampers.
Drest — which was founded as a fashion specialist — entered the beauty segment last year, focusing originally on make-up looks. It currently features other prominent experts, including Mary Greenwell for make-up and Sam McKnight for hair styling.
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