Find a Salon

Cool Weather, Warm Hearts: The JOI Of Fall

The trees are turning, apples are crisp, you’re finally wearing those killer suede boots, and joi is in the air (and hair). Believe it or not, researchers claim it has a lot more to do with science than a deep-seated passion for cider and Uggs. According to Dartmouth Professor of Sociology, Kathryn Lively, “our obsession with the season is a social construct that starts when we’re children,” she explains to Huffington Post. We associate fall with exciting things, like fresh pencils, new friends, hearty soups, cookies in the oven…and that love of nesting never goes away.

Note to self: We don’t want it to…which is why we’ve come up with five more ways to squeeze the joi out of this very juicy season:



Just when you thought you couldn’t take another re-run of SNL, the networks hit it out of the park with a refreshing line-up of entertainment that makes you want to stay in and curl up on the couch. From the weepingly-brilliant This Is Us to NFL Football and, yes, brand new SNL sketches that hit it out of the park, it’s time to turn on the tube again.




If ever there’s a season where you wake up with the unmistakable urge to bake a bundt, this is it. And there’s no better fodder for a sweet obsession than Instagram, where rock-star foodies like @smittenkitchen, @whiteflowercakeshoppe, @joythebaker, and @preppykitchen give you daily treats to feast your eyes on — and inspiration to get your oven mitts on.



After the assault of sun and sea, it’s time to climb back into that hair chair and fix what ails. Hair color gets super-charged; treatments get more intense (like K-PAK Color Therapy Luster Lock Instant Shine & Repair Treatment or Blonde Life Brightening Masque); and skin cries out for those cutting-edge spa services that reveal a fresh complexion.



According to neuroscientist, Dr. John McGann, loving the smell of fall is “less about the smells themselves and more about association.” As in: It’s not that you have a deep-seated love of the scent of the inside of a pumpkin, but rather, a love of all the other luscious scents that go along with it, like cinnamon, nutmeg, and clove. Those associations extend outside of the kitchen, too…to memories of nubby sweaters, Grandma’s porch swing, and roaring fires.



Now that friends and neighbors are no longer “at the lake,” “visiting the family,” and “finally taking that cross-country RV trip,” you can actually see people you love again. And not just on Facebook. Take advantage of everyone’s proximity and put those dinners, game nights, and football parties on the calendar. Quick…before they leave for their December vacation.


Read more ideas to keep you JOI-FUL this season.

You want me to put WHAT on my blonde hair? That’s the reaction some people have when we put a bottle of intensely pigmented Color Balance Purple Shampoo in their hands. But we promise you that this powerful, punchy shade will take the yellow, the brass, and the unwanted warmth right out of your investment color — and right in the comfort of your own home. Stick with us because we’re hooking you up…with the best purple tricks and tips from Joico Color Pro, Zoe Carpenter.

“It’s no secret that being blonde takes maintenance,” says Carpenter, but maintenance doesn’t mean work when you’ve got Color Balance Purple Shampoo in your arsenal. “Weave it into your hair-care routine just once a week, and you’ll be in control of your blonde hair even when you’re not in the salon chair.” Here’s your purple to-do list:

A little #ColorBalancePurple shampoo to get the toning process started…..

A post shared by Hair & Makeup by Priceless (@pricelesshmua) on



That intense purple you’re pouring into your hand is formulated with carefully blended pigments that neutralize brassy tones in the same way yellow and purple sit on opposite ends of the color-wheel spectrum. We promise you it won’t turn your hair purple!



Sure, exposure to the blazing ball in the sky can kill an icy platinum tone faster than you can say appointment, please; but after a day in the sun, one drop of purple shampoo mixed with your regular (or Blonde Life) shampoo and you’ll instantly counteract the potential color damage.



If you’ve had a full week of sunny weather, lather in a full-strength dollop of Color Balance Purple, and let it work its magic on your blonde for a few minutes; you’ll be perfectly cool in no time.



When you’ve paid dearly for the most gorgeous head of heavily highlighted, platinum, or dimensional blonde hair, you’ll want it to last as long as possible. Think of purple shampoo as your between-color touch-up…without a trip to the salon.



Want to keep your cool, but only in strategic places? Work a bit of Color Balance Purple just onto those exceptionally blonde strands and you’ll maintain the contrast as well as the tone.


>> Shop Color Balance Purple Shampoo and Conditioner.


Want to win Best Costume this Halloween? Than take a lesson from hair-stencil queen, Janine Ker, and create a monster of a makeover in seconds with our devilishly fun collection of InstaTint Temporary Color Shimmer Sprays. From magical mermaid looks to All-American superheroes and even enchanting unicorns, Ker’s clever ‘dos will make you the star of the party. Scroll down — if you’re brave enough.
Let your imagine fly with playful pastels! A series of stacked ponies fashioned into buns are the mane-stay of this amazing Periwinkle, Light Purple, and Violet Opal rainbow.


Catch the wave and make a splash with alternating shades of Mermaid Blue, Amethyst, and Orchid. This free-flowing look — conjured up with just one large-barrel curling iron and the InstaTint Mermaid Collection — lets you dive into the underworld for one night only.

>> Download THE MAGIC MERMAID How-to

You’ll pledge your allegiance to this look forever: Side ponytails of Sapphire Blue, Ruby Red, and Titanium stripes are paired with close-to-the-head stencils that’ll make you a star.







Butter: decadent, creamy, rich, sinful…and available in Pale Yellow.

Color Butters: decadent, creamy, rich, sinful…and available in Red, Pink, Purple, Blue, Green, and Titanium. Lasting ten full shampoos, our brilliant new “refreshers” amp up the intensity of high-beam hair color and add pops of fun to gutsy blondes.
All you have to do is put your name in the running to win any two shades during our fall sweepstakes, September 1 – 15th. *While supplies last.

This giveaway has ended. Discover Color Butters here…

Open to residents of the U.S. only. For promotional purposes only — not for resale. Limit one per person, while supplies last. Void where prohibited.

It’s time to eek out every blissful moment of this “happy” season before we go full-force into fall. To make sure you’re feeding your soul (while you’re feeding everyone else brats and burgers), let’s take a quick journey into emotional wellness; quick, restorative ideas that help keep life’s sun shining bright.

Your First Stop: The Garden

Not for yard work. It’s time to reap the benefits of all that tending and pruning with a late-summer garden party that capitalizes on the good fresh produce still brimming at your local farmer’s market. Serve colorful platters of heirloom tomatoes…sweet corn salad…fresh herbs…and pinked-up tropical cocktails infused with juicy citrus. A Trina Turk dress or pair of Lilly Pulitzer sandals doesn’t hurt, either.

Your Next Stop: A Bullet Journal

With September just around the corner, and back-to-school supplies flying off store shelves, it’s a good time to start thinking about getting organized for fall. One fun way: with bullet journaling…the viral trend of customizable list making, doodle drawing, and diary-writing in a good, old-fashioned notebook. Get started by taking a peek at Buzzfeed blogger, Rachel Wilkerson Miller’s brand-new book, Dot Journaling―A Practical Guide: How to Start and Keep the Planner, To-Do List, and Diary That’ll Actually Help You Get Your Life Together.


A post shared by Joico (@joico) on

Your Third Stop: The Salon

…to pick up bottles of Joico’s new Blonde Life Brightening Shampoo, Conditioner, Masque, and Veil. Four magical products that take your summer blonde and carry it forward with shine, health, and optimal hydration. (Fun fact: Dancing With The Stars judge, Julianne Hough, used Blonde Life to score big points for her dazzling wedding-day hair color.)

Your Fourth Stop: A Lemonade Stand

Not because you’re thirsty, but because we can’t think of anything more joi-ful than seeing the smile on a seven-year-old’s face when your car pulls up to their homespun mini mart. Though inflation may have upped young entrepreneurs’ prices to more than a quarter these days, loose change is still a small price to pay for the happiness of watching someone little make lemons into lemonade.

Your final destination: A hammock

A hat…a book…a blanket…and a hammock swaying in the breeze. It’s the picture-perfect way to catch those lingering balmy nights, and delivers the kind of meditative calm scientists claim “reduces the density of brain tissue associated with anxiety and worrying.” Plus, some of the greatest ideas were born out of relaxation. (Did you know the monster Broadway hit Hamilton was conceived in a hammock in the Caribbean?) We say, hop in and start dreaming…

When you’re busy squeezing the last rays out of the season, the urge to spend time on high-maintenance hairstyling goes out the window. As in: Why bother with 20 minutes of flat ironing, only to watch your handiwork become frizz the minute you step into the humidity? That’s why we’ve gathered up a bundle of the most efficient, super-powered products to shave precious minutes off your beauty routine. The clock starts…NOW.


A post shared by Joico (@joico) on

When you’re a touch too busy to hide your roots…

The grow-out, the grey, the day-old Ombré — it’s right there for everyone to see; and there are simply no spare minutes to make a foray into the salon.

The hero product:  Tint Shot Root Concealer, our magic-in-a-can designed to camouflage grow-out in seconds. Take your pick from four utterly believable, blend-in shades: Blonde, Light Brown, Dark Brown, and Black.

Time saved: 2 hours


When the party’s starting and you need to be a quick-change artist…

Praise the almighty ponytail, and its ability to elevate your style to “dressy” in a matter of minutes, without the hassle of heat styling or fancy updos.

The hero product: K-PAK Protect & Shine Serum…a drop or two of this glistening smoother takes a pony into sleek territory, banishing flyaways and adding instant sophistication.

Time saved: 20 minutes


A post shared by Joico (@joico) on

When your hair’s a big, hot a mess — and you want it to look intentional…

Turning those untamed “beachy” strands into something chic is the name of the game; it avoids fruitless flat ironing sessions in humid weather.

The hero product: Hair Shake Finishing Texturizer Spray, our extraordinary liquid-to-powder wonder that amps up hair with the most touchable, velvety-soft, mega-volume finish. Spray it, layer it, and play with it.

Time saved: 15 minutes


A post shared by Joico (@joico) on

When your hair needs washing, but friends are calling…

Because the whole wash, condition, rinse, repeat thing is a drag when you’ve got better things to do…like sip summer cocktails, or shop for cool sunglasses.

The hero product: Instant Refresh Dry Shampoo, the freshly-washed-coif-in-a-can that zaps the greasies, gives you the volume of a wet wash, and brings hair back to life in seconds.

Time saved: 45 minutes

A post shared by Joico (@joico) on

When you want to master the 5-minute shower…

This is the season to simplify and get out the door; which means bypassing a full-on grooming routine that can only feel spa-like in winter.

The hero product: Joico’s Co+Wash, a revolutionary twist on traditional shampoo that quickly preserves hair’s natural oils to create healthy, shiny, frizz-free, luxurious locks. In a single bottle. Choose from Curl, Color and Moisture.

Time saved: 5 minutes


A post shared by Joico (@joico) on

When re-curling your curls sounds like a drag…

Those cute, shiny ringlets are your crowning glory. They’re also a matted mess on day two post shampoo.

The hero product: Curl Refreshed Reanimating Mist. A couple of pumps of the cool squeeze handle, and curls are instantly revived and brought back to life. No iron needed.

Time saved: 30 minutes

When you want to be blonde, blonder, blondest…

If there’s ever a time to lighten up, it’s summer, when a golden halo of hair looks like a kiss from the sun. The idea of running to the salon to keep things as bright as can be when surf’s up? No thanks.

The hero product: Blonde Life Brightening Masque, our quick-rinse, magician-of-a-treatment, instantly hydrates, softens, and amps up pale strands by neutralizing those nasty trace minerals that lead to dullness and yellowing. You’re blonde…and you stay that way.

Time saved: 3 hours.


Find more summer hair hacks here.





Live The Blonde Life In Los Angeles read the invitation…and seven of Europe’s coolest, most popular beauty bloggers immediately RSVP’d with a resounding, Yes!  It was a no-brainer, really: After all, we were inviting these major style-istas to spend several joi-filled days soaking up the sun in Hollywood, being coiffed by Joico’s best celebrity hairstylists, and experiencing the life that blondes know best. Come take at peek at their week…


Our Gal Guests…


Kim Ahrens

Hometown: Kassel, Germany

Where to find her:


Elina Neumann

Hometown: Berlin, Germany

Where to find her:


Jen Thorne

Hometown: London, England

Where to find her:


Danielle K Love

Hometown: London, England

Where to find her: @danielleklovee on Twitter


Cathrine Heienberg

Hometown: Bergen, Norway

Where to find her:


Tiany Kiriloff

Hometown: Belgium

Where to find her:


Kicki Burman

Hometown: Sweden

Where to find her:


As every cool Cali girl knows, nothing is more LA than a day lounging in the sunshine; and for our bloggers, that meant elevating the experience to something truly off the charts, like the chance to hang out around the sparkling aqua backdrop of Hotel Roosevelt’s iconic palm-decked pool.

Our feted guests sipped tropical drinks, lunched on refreshing fare from Tropicana Café, floated the day away on colorful party floats, and were treated to the styling genius of Joico celebrity hair artist, Paul Norton, who coiffed the gals cabana-side and introduced them to Blonde Life Brightening Veil. This hot new treatment — stocked with rich, exotic oils — offers instant safeguard from the sun, while doubling hair’s strength and bumping up the shine to something West Coast-worthy. After a fun, spiritual “aura” reading, the girls made their way back to their hotel to get ready for dinner at Cecconis — West Hollywood’s most happening Italian hangout.


Back in London after the best trip ever! #Lalaland #Joico ❤😻

A post shared by Danielle K Love (@danielleklove) on


A post shared by CathInTheCity (@cathinthecity) on


It wouldn’t be a visit to Southern California without some time to sightsee and take in all that our glam city has to offer; so on their free day, the bloggers promptly hit Los Angeles…exploring the beach, the hills, and the fashion scene with gusto. Snapping plenty of pics for their blogs and Insta sites, the girls even managed to fit in a little shopping. (Okay, a lot of shopping. But can you blame them?)




Imagine having your hair done by a celebrity artist who works with stars like Brie Larson, Rachel Bilson, and Kate Mara. That’s exactly what our bloggers were treated to when they made their way over to the exclusive Mare Salon, where Hollywood legend Denis De Souza and his team kicked the Blonde Life into high gear by giving each of our guests the royal color treatment.

From highlights to lowlights to Ombré and everything in between, Denis dazzled our visitors with a gorgeous, customized look…all of which went viral, as the thrilled recipients immediately started posting, tweeting, and raving online their brand-new do’s.


See all the pictures on our Facebook album.





Want to know what’s hotter than hot? Short, sexy, cropped blonde hair. The kind of hair that makes a statement. (I have style and courage!) The kind of hair that celebrities want to wear (Katy Perry…Michele Williams). And the kind of hair that — bless its heart — shaves a giant chunk of time off your beauty routine every day. Today, we’re showing you the best of this edgy little trend…along with a head-to-toe guide so you can wear cropped blonde hair to best advantage.



Ice may be nice for some people, not so flattering for others, says celebrity colorist, Denis De Souza. So choose wisely and follow these guidelines if you need an assist:

PLATINUM: This creamy shade is great for fair complexions because the color is so similar to the skin.

BUTTERY: Perfect for a “pink-ish” skin tone, says Denis, who hails actress Michele Williams as the shining example. “The buttery blonde hair and cropped cut has been her signature for many years; it’s a great full package and suits her to a T.”

HONEY: Darker skin and complexions with an olive undertone look fab with this rich golden-y haircolor.



In the same way long hair can be worn a myriad of ways (curly, straight, up, etc), short hair gets surprisingly equal play.

GO EDGY: Work in a few dabs of Matte Grip Texture Cream and create a piece-y look using your fingers. Spike it up or just texturize the heck out of it.


GO SLEEK: Rub some K-PAK Protect & Shine Serum into the palms of your hands and slick hair back for a look that works as well on the beach as it does on the red carpet.

GO MYSTERIOUS: If you have long bangs, dry them so they swoop sexily across your face. Hit them with some Power Spray and they’ll not only shine, but stay put.

GO COLORFUL: Bring out the fun side of blonde with InstaTint Temporary Shimmer Spray. A streak, a stencil, a full-blown color-palooza is a fearless way to make a statement…because it washes out the minute you say. “done!”



Some women automatically “feminize” their makeup with a cropped cut to avoid looking overly boyish. But there are two ways to go here…and both are gorgeous.

POWER UP: For the most statement-making, feminine look, whip out that kohl liner and smudge up a smoky eye; rock a bold matte lip; try a paler-than-usual foundation.

POWER DOWN: Keeping things soft and muted brings out an almost angelic look that’s just as alluring as its intense counterpart. Slick on a ballet-pink lip gloss; a soft fawn shadow; a sheer hint of blusher on the apples of cheeks; and finish with a sweep of delicate shimmer over your cheekbones.



You went super blonde and got that fun little crop — now it’s time to tweak your wardrobe a bit. Short hair with a magnetic color draws attention to everything, so choose shapes, styles, and accessories wisely.

A post shared by baublebar (@baublebar) on

PULL OUT THAT STATEMENT JEWELRY: Those fabulous hoops, dangle earrings, and delicate choker will finally be on stage, rather than hiding behind lengths of long, dark hair.

BAG THE BILLOWY LOOK: Wear head-to-toe loose-fitting clothing and you risk looking like a small face on a giant bolt of fabric. Cropped gals do better by always keeping at least one piece of clothing body conscious — like a fitted tee with drape-y pants, or a flowing top over skinny jeans.

RISK YOUR NECK: Unless you have a swan-like long neck, avoid super-bulky scarves and cowl sweaters with tons of layers. You’ll get lost in them.


PLAY UP CONTRADICTIONS: A tailored man suit with statement earrings and bold makeup is stunning with a beautifully cropped head of blonde hair. In fact, the inverse — wearing something too young and cutesy, like a romper and headband — can have the opposite effect. Remember, you want your hot hair to be the star of the show.


Do you like living the blonde life? Here are some other reasons to be happy you’re a blonde.



It’s International Blonde Day (May 31st). And that’s an exceptionally good reason to celebrate fair hair — whether you get there via Mother Nature, or by spending a few valuable hours in the salon. The fact is, scientific data proves that being blonde comes with tangible, joi-ful benefits; everything from surging ahead in the workplace to scoring more dates.

So let’s make a toast to lightening up — and lightening up our hearts while we’re at it. Here, a few tributes to get the party started…


According to a study outlined in Psychology Today, blonde women generally enjoy an earnings premium (translation: higher income) than their brunette counterparts. So striking was this finding that researchers went a step further, proving that waitresses who wear blonde wigs receive larger tips from men …which makes an excellent case for the line, “I’ve gotta go change into my uniform before my shift.”



Turns out, blonde women meet more men, too, thanks to a study rolled out in a series of nightclubs, which demonstrates that lightheaded gals have a romantic advantage over those with darker coifs. True, it may be linked to some genetic wiring…but we think the attraction is more about good, old-fashioned confidence. The kind you get when you know that your hair shines and sparkles like a precious diamond.



Many people believe blonde simply means dark, light, or platinum…but you might be surprised to learn that there are actually 30 different shades of everyone’s favorite pale color. Café au lait…honey…caramel…ice…baby-blonde…the list goes on an on. Which is good news, when you don’t particularly want to be a cookie-cutter of the latest magazine trend. (More good news: Joico’s Blonde Life Shampoo, Conditioner, and Treatment Masque work their magic on all 30 shades; no playing favorites.)



Here’s another reason to celebrate (literally): When women dye their hair lighter, they apparently go out on the town more often — an average of three times a week as opposed to twice a week for their brunette friends. One theory has it that hair often darkens as you age, so lightening it makes you feel more youthful…and more apt to paaarty. We’re good with that.


Studies have shown that the average person has 120,000 strands of hair on their head, while blondes have a dramatically higher number. Technically speaking, blonde strands tend to be thinner, so your scalp can hold a lot more of them. But all science, it’s good news for you…lots more hair to curl, play with, twist, and gloss up for all those nights that you’re out on the town!


Want other ways to boost your JOI this summer?