Industry News

Breaking News: Joico Brings on Beth Minardi

Laurel Nelson | July 10, 2011 | 8:49 PM

This weekend, Joico inked a deal with Beth Minardi to make her the Vero K-Pak Color Spokesperson for its Vero K-Pak color line. Minardi will be the official endorser and spokesperson for the line, using the products exclusively at her salon.

The timing for the new relationship couldn’t have been more perfect. When Sara Jones, Senior Vice President and General Manager of Joico joined the brand five years ago, the sales for the affordable, excellent-performing Vero K-Pak line were not impressive.

In Jones five years, she made color her number-one priority and helped almost double the brand’s sales with smart strategies like line extensions, expanding education, new technique manuals, etc.

“To break into the color world when your heritage is in hair is very difficult,” says Jones. But she did just that and is now ready to push Vero K-Pak to the next level.

“I have never seen anyone with an eye for color like Beth,” says Jones. “And she can explain color to people in a way they can understand.”

And for Minardi, who has not been affiliated with a specific hair color brand in an official capacity for many years, the entrepreneurial, stylist-focused Joico is right up her alley. “I could not be more excited,” says Minardi. “Becoming a part of the dedicated group at Joico feels absolutely perfect for me. This amazing company has big plans for hair color and has decided to reach out to hair colorists in ways I have only dreamed of before.”

Joico plans to tap into Minardi’s special talent for educating stylists right away.

“From an education standpoint, she is going to be conducting high-level colorist seminars,” says Jones. Minardi will be at major trade shows this year including ABS, IBS and Premiere. “Her class is for career colorists,” says Jones. Details are still being ironed out—look for more information on classes in the next month or two (visit

Minardi will also be assisting the Vero K-Pak line in research and development. “Because she works on clients all the time, she’s really the best person to work with R&D on new innovations or improving existing products,” says Jones.

In fact, it was Minardi’s thirst for knowledge that initially brought her and Joico together. When Joico was looking for a Vero K-Pak spokesperson, Jones heard that Minardi had tried the product and loved it, which led to an initial conversation.

“Our new association represents, for me, bright, colorful horizons and wonderful new beginnings,” said Minardi.

Beth Minardi Joins Joico (blog by Maggie Mulhern)

Beth Minardi, now Joico's Vero K-Pak Color Spokesperson

Breaking News: Joico Brings on Beth Minardi
Sara Jones, Senior Vice President and General Manager of Joico
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