Introducing Noa, 44, who discovered her first grey hair aged 10
Josh: Noa was such a natural in front of the camera, you wouldn't believe she hadn't modelled before. For her cut my team went for a modern take on a voluminous bob. I think it works really well to show off the smoky tones in her hair.
I found my first grey hair really early, aged 10...at 18 I had a white stripe and it spread from there. I didn't mind the grey when I was young, it was just funny and I dyed it funky colours so I didn't feel like I was getting older.
On her hair colouring journey... I had to start colouring at a really young age. In the beginning I went to Israeli salons, where I grew up, but they damaged my hair quite a lot. Once they gave me red highlights and my hair was in such bad condition afterwards I had to cut it short and start all over again. I'd just like it to be soft again, like it used to be.
On her hair hero... I'm a petite brunette but my hair hero is Jane Fonda! However, as her style is totally unachievable for a busy modern woman, for now I'll keep walking around with my natural hair, dreaming about becoming a tall skinny blonde with an eighties mane.
On being chosen as a campaign star... I was so surprised when I was chosen and I had so much fun on the photoshoot. I've never posed for a professional photographer before, so it was a new experience. It was so interesting as a one-time thing but I couldn't do it as a career.