New salon products at Joico/ISO event

02/23/2010 12:28:20 PM


Joico's Sue Pemberton and Damien Carney break down a Le Graphique technique at the Joico/ISO Guest Artist Training in February.

THE EVENT: The Joico/ISO Guest Artist Training, a four-day 2010 kick-off in February, featuring the launch of the new Joico and ISO collections — Le Graphique and Metal.Lux.

THE DETAILS: More than 80 artists gathered at the chic Hollywood Roosevelt Hotel in Southern California to celebrate the successes of 2009, learn about exciting new salon product launches and innovations for 2010, get a first look at the new collections and receive hands-on training on haircuts, hair color, hairstyles and texture. Joico General Manager and Vice President Sara Jones welcomed the group with a recap of 2009 highlights, including the overwhelming reception to the new Joico K-PAK Color Therapy collection — featuring the unique Color Therapy Restorative Styling Oil—and the botanically based Clinicure Thinning Hair collection. Attendees received a close-up look at the revolutionary K-PAK ReconstrRx Vapor Iron, the new thermal tool that helps reconstruct hair as it straightens and styles.

HOOKED ON COLOR: Jones announced that Joico’s “number-one company priority” is to help salon hair color professionals build their businesses. To support that initiative, she revealed renowned color expert Beth Minardi was named as the Vero K-PAK Color Spokesperson. Minardi will provide pros with exclusive education and work with Joico’s research department to add innovative salon products and technologies to the hair color portfolio. Also planned — a number of shade extensions for Vero K-PAK Color and for the popular new ISO i.Luminate demipermanents.

COLLECTIONS CLOSE-UP: Sue Pemberton and International Creative Director Damien Carney revealed that Le Graphique is inspired by the work of Serge Lutens, who served as the guiding artistic force of Shiseido for many years. Speaking about Metal.Lux, ISO i.Design Team Artistic Director Addam Moreno and Team Member Darby Shields explained that earth’s bounty — gold, silver and copper — served as the inspiration for the styles, colors and textures.

THE LAST WORD: “The outlook is positive for 2010,” said Jones, “and as we discovered in 2009, no matter what the state of the economy, people want to look good because it lifts them up.”







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