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Articles > Joico Taps Johnny Ramirez to Unveil LumiShine Color!
July 28, 2015

Joico Taps Johnny Ramirez to Unveil LumiShine Color!

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Joico is excited to announce that the architect of lived-in color, Johnny Ramirez, co-owner of Ramirez | Tran Salon in Beverly Hills, is helping them launch their new color line, LumiShine. The newest breakthrough in haircolor, LumiShine™ Repair+ Permanent Crème and Demi-Permanent Liquid Color, is designed to take today’s colorists’ to a whole new level. 

As the artist behind many of Hollywood’s leading ladies tresses, including Victoria Beckham, Nicole Kidman, Gwyneth Paltrow, Ellen Pompeo, Carrie Mulligan, Hilary Swank, and many more, Johnny specializes in subtle, versatile and “beachy” color looks. Fearless when it comes to color corrections few would want to take on, and master of natural and softly-composed highlights, his original muse was his daughter. Wanting to emulate her perfectly sun-kissed hair, he endeavors to create the “truest” haircolor for every client. His passion is to give each client their best color, so that they leave the salon feeling confident and gorgeous – a perfect fit for Joico’s “Joi of Healthy Color” campaign and new LumiShine color.

Beginning in August, just prior to the official September launch of the new pre-blended color line, Johnny will be blending his highly coveted, signature technique of Lived-In-Color™ with healthy color that Joico has pioneered. With his new color palette in place, Johnny will present weekly examples of his work with the color line that provides two-times the shine (compared to starting levels) with benefits lasting up to 30 shampoos (based on laboratory testing of damaged hair). These real life, in-salon looks will be accompanied by formulas so you can recreate the looks in your own salon.

Apart from these special peeks into the elusive colorist’s skillset, articles on specific trends and haircolor hot topics will also be penned by the sought-after color expert. Both Joico.com and Johnny’s website boxno216.com, along with Joico newsletters, will share the content plus Joico’s soon-to-launch JoiColor App will also feature it (app available on both iPhone and Android platforms for all hair professionals).

“We’re very excited about our partnership with Johnny for Joico’s new color LumiShine. He’s got such an uncontrived air about him, even amid all of the popularity and attention he and the salon receive. He’s such a down-to-earth, cool and relaxed guy. He’s been so easy to work with and a true pleasure – just like his color!” said Valerie Robinett, Sr. Director of Digital Marketing and Communications for Joico. .