Joico Celebrates Hope

To encourage Joico salons and stylists to actively become involved in the fight against breast
cancer, Joico has created a "Virtual Toolkit" which will give salons the resources they need
to launch an active campaign at the grassroots level. Providing strategic planning and tactical
tools, Joico's web presence to the salon community will be scheduled to go live July 15, 2010.

"This is a cause that hits close to home with women everywhere and many salons have expressed a strong interest in getting involved, but simply didn't know how," says Joico Education Development Manager Tom DeVries.  "This virtual toolkit gives them the practical tools and guidance that they need to bring their ideas to life." The toolkit will offer tips, strategies and resources for driving local awareness and planning fundraising activities. These range from cut-a-thons to silent auctions and dedicated in-salon events. The site will also provide planning checklists, templates for press releases, letters, invitations and contact information for breast-cancer related organizations. A tip sheet will also be included to offer general ideas for success in promoting events, obtaining donations and tracking results.

Joico hopes the virtual toolkit will help salons develop and execute their Breast Cancer
Awareness campaigns easily and efficiently. If you want to help women everywhere fight
against breast cancer, this campaign is a way to do it. Visit joico.com for information.

Joico Advisory Board Members who created the virtual toolkit. (From left to right) Christine Amato Smith, Anthony Morrison and Jeremy Braun. Anthony and Domenica Fini, (not shown here) are also members of the board.