4 Ways That Joico is Bringing “Joi” to Your World!
In a mid-year huddle right next to Universal Studios in Hollywood (naturally), Joico leaders, friends and family gathered for a day of “reveals” that promise a year of abundant “joi” for fans of the brand. Here’s what’s coming your way!
Shake it Up!
Joico’s one-of-a-kind Hairshake just hit salons and it’s a homerun! This do-it-all formula adds volume, texture and exuberance to hair, and thousands of stylists are entering the Hairshake Dance & Shake Contest. First prize? A trip to Fun City—aka, Las Vegas!
To inspire folks to enter, the choreographer for Dancing With the Stars popped in to lead Joico execs in a “joi-ful” Hairshake number!
Lumishine Repair and Color System.
Stylists love Joico Vero K-PAK Color, Beth Minardi Signature Color and ISO iColor. And in September, Joico will offer even more color to love! The Lumishine Repair and Color System rounds out the Joico color portfolio with an easy to use, pre-blended, low-ammonia option that creates twice the shine and 100 percent
restrengthened hair. Look for 75 permanent and liquid demi-permanent shades; exclusive Lumishine techniques and services and a panel of Lumishine Color All-Stars, made up of session and celebrity colorists, including Denis DeSouza and Cherry Petenbrink. And to help promote the line to clients, Joico has assembled a group of Social Influencers with massive social media followings, including Johnny Ramirez of the trendy Rameriz-Tran Salon in L.A. and the “Kendall and Kylie” stylist Jean Pierre Sosa.
An Education Evolution.
Long recognized for its high quality of education, Joico knew it would take someone truly special to fill the newly-created position of Creative Director. And according to Director of Education, Angelia Polsinelli, they found the best man for the job. A hairdresser since the age of 15, Jeremy Davies-Barbala has toiled in top salons in London, New York and LA, and has pledged to lead and inspire stylists with the innovative education that Joico is known for.
A Joi-Ful New Identity.
Hear ye, hear ye. It has been declared that from now on, Joico is unleashing the “joi” that has long been part of its name. That means energetic new imagery, more playfulness and fun in everything the company does and a new tagline—The Joi of Healthy Hair. And so it shall be. Now everybody dance!