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JOICO BRINGS THE ‘JOI’ BACK TO HAIR CARE

New brand campaign celebrates the joy in healthy, beautiful hair for every woman 

joi-of-hairJOICO, the leading hair care company focused on innovation, inspiration and influence, is celebrating its beautiful roots with the new brand campaign, “The Joi of Healthy Hair”. Healthy hair is happy hair, radiating vitality, color and shine. Throughout our lifetime, we can get stripped of this joy when our hair becomes weakened due to environmental damage, coloring, styling and more, losing its health, vigor and shine. This year, and on a mission to spread the Joi of Healthy Hair, JOICO is launching a new look and feel along with groundbreaking products and treatments, all focused on restoring hair to its happiest state -- healthy, glossy and strong.

“There’s nothing in the world like the beauty of healthy hair,” said Sara Jones, Senior Vice President and General Manager of JOICO. “Its vitality lights up a room and lifts the spirit. At JOICO, we have a name for this remarkable energy, we call it “joi”. The Joi of Healthy Hair movement is dedicated to spreading the joy that both professionals and consumers experience when their hair is happy, healthy, radiant and beautiful.”

As part of the Joi of Healthy Hair campaign, JOICO commissioned a large survey focused on today’s women and their haircare habits. The independent study, conducted by Lab42 surveyed 1,000 women from ages 18-49 across the U.S., revealed the following insight into the important role hair plays in our lives. According to the survey:

  • Women feel happier (70%) and more joyful (66%) when they’re having a good hair day
  • A good hair day makes women happier (21%) than buying a new outfit (18%) or having a good work out (16%)
  • Nearly half of all millennial women surveyed (ages 18-34) said they feel less stressed and more focused when they’re having a good hair day
  • Great hair, according to women, is key to feeling confident (41%), happy (36%), beautiful (35%) and sexy (28%)
  • The #1 most searched hair topic online is “How to Get Healthier Hair” (64%)
  • Then asked when is the best time to take a selfie, the #1 answer among women surveyed was when they’re having a good hair day

“Happiness truly is healthy, beautiful, bouncy, shiny hair”, according to Paul Norton, JOICO Celebrity Hairstylist and Spokesperson, responsible for styling today’s hottest stars, including Gina Rodriguez, Robin Wright, Victoria Justice and more. “I’m inspired by the new JOICO messaging and platform because it’s all about providing the highest quality, top performance and innovative hair care products for brilliant results that can’t help but make you smile.”

For more information about JOICO, The Joi of Healthy Hair campaign and new product information, please visit www.joicoeurope.com.

Let’s celebrate!

JOICO 40 years, Vero K-Pak Color 25 years

40-yearsThis year JOICO, the internationally renowned pioneering haircare brand, will celebrate its 40h anniversary. To mark this momentous occasion, JOICO is launching a series of initiatives and new products throughout the course of the year.

Since its launch in 1975 by Southern Californian hairdresser Steve Stefano, JOICO has stayed true to its original brand values of creating outstanding products that continually push the limits of science and technology.

Part of the Shiseido Group, JOICO has long been the haircare choice of industry experts and for those in-the-know looking to maintain salon perfect looks at home.

As well as the brand entering its fifth decade, the JOICO color range - Vero K-Pak Color - also celebrates 25 years as the only truly infinite color range on the market.

Eric Kater, Vice President of Joico Zotos Europe commented: “It is a year of celebration for the JOICO family. For a haircare and color company to reach such important milestones is testament to the incredible team we have working with us.

From our phenomenal research and development department based in Darien, USA, working on the next generation of stand-out products to our team of global creative ambassadors who show the industry and consumers the new and exciting ways to use our products, we are constantly collaborating to create scientifically driven lines that can be used by artists to realize their vision.”

The celebrations began earlier this year with the launch of an exciting new addition to the JOICO K-Pak Color Therapy range - Dry Oil Spray, followed by a new range of care and styling products specifically designed for those with curly hair – JOICO Curl – and the launch of the ground-breaking liquid-to-powder texturiser, Hair Shake. The new JOICO brand campaign, “the Joi of Healthy Hair”, launched in July, completes the first phase of festivities.

Olaplex - One Ingredient Changes Everything

Olaplex-travel-kit-with-app-webXpert Professional is proud as the sole distributor in Ireland to launch Olaplex as a new in salon service.

This revolutionary new colour upgrade service has become a sensation amongst Hollywood’s ‘A’ celebrities and across the world.

“The Holy Grail for Hair Colour”
 
“If a beauty company could keep chemical treatments from hurting hair, that’d really be something.”  These were the thoughts of Dean Cristal, founder of Olaplex when conceiving the scientific solution for this new Wonder Product.

With Dean’s and his scientists discovery, Hair Colouring, may never been the same again…so here’s what Olaplex does:

Olaplex helps rebuild the broken disulphide bonds within the hair that can break during chemical processes, particularly colouring or using thermal heated tools. Disulphide bonds are the bonds that give elasticity and strength to the hair.

Use Olaplex as a pre-treatment or alongside colouring or lightening hair.

This chemistry has never been seen before and opens up brand new possibilities in hairdressing colour variations.

Seeing ….and Feeling is believing.

 

 

Fine By Us: Hair Shake's Back In Action

20150615

Hollywood stylist, Paul Norton, has been gathering up the views on his popular YouTube video, in which this genius trend-meister puts everyone's favorite styling product, Hair Shake, into action.

Now, though, Paul's back with a whole new tutorial that's going to shake up legions of fine-haired fans across the country: Once again wielding his magic with Joico's revolutionary new styling wonder, Paul instantly transforms the finest head of hair into three separate 'dos that, until now, were only achievable on thick, full hair.

From a head of sexy waves to a red-carpet pony and, finally, a relaxed updo, Paul shows just how crazy-different Hair Shake really is. Catch this must-watch clip right here...

Watch Now >

Gallery

View the embedded image gallery online at:
https://xpertpro.ie/#sigProIdc14efc9987

Downloads

icon Joico Hair Shake Banners and Presentations (8.69 MB) 

icon Joico Hair Shake Info Sheet (839.76 kB)

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