THE EVENT: The Joico Global Conference, held June 2, 2015 at the Sheraton Hotel in Universal City, CA. It brought together Joico sales, marketing and education teams from around the world to learn about new Joico initiatives and to meet new Joico team members.
THE DETAILS: Sara Jones, General Manager at Joico, revealed a new tag line that plays on the Joico name and was influenced by research recently conducted. The results revealed that the majority of respondents, consumers and hairdressers, alike, wanted a product to make hair healthy. It also said the most appealing looks were consumer and commercial-friendly styles. “And the personality they found most appealing was someone who was fun, joyful and exuberant,” said Jones. “So we bring that together in our new tag line, ‘Joico: The Joi of Healthy Hair.’” It also influenced a new image campaign that features smiling models, with flowing, healthy hair.
LUMISHINE: Big news was also the launch of Lumishine Repair+ Hair Color System, a reduced ammonia system featuring ArgiPlex Technology, and available in 75 permanent and demi-permanent shades. “These are pre-balanced, intermixable shades,” said Sue Pemberton, Artistic Director for Color. ”It is truly a color line for all colorists.” It will launch in September 2015.
NEW JOICO: Several announcements out of the PR Department were made by Valerie Robinett, Sr. Director Digital Marketing & Communications, and they included:
- New videos to launch new Lumishine that will reveal different looks and will be accompanied by step-by-step technicals.
- Mobile Education 24/7—Product videos with Denis De Souza, Joico Celebrity Colorist and Spokesperson.
- JoiColor System Mobile App—It will have features that will help colorists formulate, convert, view a gallery and color match.
- Social Influencer Campaign—Several social superstars who also happen to be hairdressers will be spreading the joi of Joico.
NEW INT’L ARTISTIC DIRECTOR: Angela Polsinelli, Sr. Director of Global New Products & Education, shared the stage with new International Artistic Director, Jeremy Davies Barbala. “What I loved about Jeremy is when we first talked, everything was about the team,” said Polsinelli.”He loves hairdressing and he is all about the work and about building the team.”
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