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Articles > Joico Destination Education 2016: Inside the Heads of Sorbie, Mackinder, Pemberton and More
February 3, 2016

Joico Destination Education 2016: Inside the Heads of Sorbie, Mackinder, Pemberton and More

Take 900 hairdressers, thirsty for education.  Add legendary educators Sue Pemberton, Vivienne Mackinder, Martin Hillier, Neil Ducoff, Ben Mollin and Drea Lecher.  Throw in a heaping helping of beauty icon Trevor Sorbie.  Garnish with a rocking ‘80s party and a closing night White Party. Serve it all up in Puerto Vallarta, Mexico.  Enjoy for six days. There you have the recipe for the unforgettable 2016 Joico Destination Education.

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Take 900 hairdressers, thirsty for education. Add legendary educators Sue Pemberton, Vivienne Mackinder, Martin Hillier, Neil Ducoff, Ben Mollin and Drea Lecher. Throw in a heaping helping of beauty icon Trevor Sorbie. Garnish with a rocking ‘80s party and a closing night White Party. Serve it all up in Puerto Vallarta, Mexico. Enjoy for six days. There you have the recipe for the unforgettable 2016 Joico Destination Education.

20 Tips from Joico Destination Education

BTC has honored to be the exclusive U.S. media guest at MexDE as we learned to call it—thanks Joico!  For six days, we stuffed ourselves with knowledge and inspiration from this brilliant team of presenters, along with massive amounts of chips, salsa and margaritas, of course!


Models from the Unison collection

The program kicked off with the unveiling of the cuts and color designs of Joico’s Unison Collection, presented by Joico International Creative Color Director Sue Pemberton and guest artist Martin Hillier. Sue revealed that the collection was inspired by several key elements: 1940s Bauhaus designer Herbert Bayer, Sassoon technique pioneer Roger Thompson and minimalist fashion designer Jil Sander.


‘80s Night in Mexico!

Day two featured an exciting collaboration between Sue and Vivienne Mackinder. In “The Golden Rules of Design,” the pair explored the principles of scale and proportion when designing haircuts and color designs in order to produce the most pleasing, balanced results for individual clients. The ladies brought these concepts to life with live cutting and color demos, during which time they shared their irreverent, no-nonsense views on everything from razor cutting to blow drying to balayage to life! The day ended with an ‘80s throwback party, including costume competition, a local biker gang, music and plenty of lace gloves, long beards and tulle!

Day three started off all business with salon business expert Neil Ducoff and his “Business Bootcamp.” Ducoff laid it on the line for owners and stylists, serving up real world perspectives on critical success topics like leadership, staff retention, prebooking, teamwork, productivity and client retention. He wrapped up with his “Happiness” strategy—a unique way to seamlessly connect service, product sales and checkout. That night, Vivienne Mackinder held the audience in thrall for two hours, taking them on a journey called “Step Into Mastery.” “We as an industry are so brave,” she told the audience. “It takes courage to touch someone and to transform them.” Later she advised, “Don’t microwave your career, marinate it. You can’t microwave greatness!

 


Ben Mollin for ISO

The following morning, Ben Mollin and Drea Lecher threw down on behalf of ISO. They demonstrated color designs with the new Gemstone collection; and shared tips on color application, pricing, menu strategies, men’s techniques and chemical texture services. “They call me ‘The Permanator,’” Ben declared. “Option texture is my number one requested service. Whatever you can do with a thermal tool, you can do with Options.”

 


Vivienne and Trevor, one on one.

The final day was magic. Guests eagerly gathered for “Legends and Masterminds,” an intimate session with Trevor Sorbie. As one of Trevor’s star protégés, Vivienne had the honor of “interviewing” Trevor onstage. She also auctioned off her vintage Trevor Sorbie jacket for an astonishing $2,700, with proceeds going to www.mynewhair.org. My New Hair is a charity which Trevor and is wife Carol have launched to work with cancer patients creating wigs, and to train stylists on wig customization. “Be commercial with a twist,” Trevor advised. “Always put your signature on your work.” He added, “Don’t cut corners. The right way is the long way.”

See more from Joico Destination Education 2016 here!