Recently, Joico brought their national sales and education teams together for three days of closely-guarded announcements and launches, heartfelt acknowledgements, serious trainings and socializing, Joico-style. On the opening day, Joico signaled that they are moving into 2013 in a thoroughly modern way with a welcome from voice-activated Siri and a warm-up PSY-Gangnam Style led by Joico Senior Vice President and General Manager Sara Jones.
Jones, congratulating those assembled on a very successful 2012, said, “What’s the secret to your growth? It’s the people in this company that make the difference. They work harder, react faster to opportunities and to problems, laugh harder, and hug tighter.” And, she added, ““While we’re growing, we’re keeping it professional.”
click image to zoomSara Jones leads the audience in a Psy-Gangnam Style warm-up The plan for this continued professional growth was outlined by key Joico Team Members, beginning with Senior Director of Marketing, Candy Gebhart who introduced an Acceleration Plan fueled by a new tag line, TURN HEADS. Whether referring to the transformative effect of a fresh style, to the reaction that style receives, or to a hairdresser moving clients out of their chair and into the world, TURN HEADS reflects the power of stylist to create change.
“We believe that transformations make you feel good,” said Gebhart. “At Joico, we must transcend, we must establish a new level of relevance. And we’ll be so bold in our approach it will cause heads to turn.”
To announce the advance of the TURN HEADS movement, International Creative Directors Damien Carney and Sue Pemberton collaborated on a photo shoot with sophisticated, sexy results. This new, made-you-look imagery was revealed to the crowd; in 2013, it will be featured in marketing materials, advertising campaign, trade show signage, banners and more.
The news of the new continued with:
New packaging: Retaining JOICO’s award-winning bottle shape, JOICO unveiled a repackage of the line. The changes include more vibrant colors that allow for easy family recognition, quick-read category names and prominent hold levels on each bottle.
New technology: “We’re not just a pretty face. We’re smart on the inside, too,” said Joico Education Director Angelia Polsinelli, referring to a new technology that will be in all JOICO and K-PAK formulas (except for K-PAK Deep Penetrating Conditioner), Bio-Advanced Peptide Complex. “We’ve discovered the exact peptide chain missing in damaged hair,” said Gebhart. “Once applied it creates a molecular band-aid to hair that lasts for up to 25 shampoos.”