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JOHNNY RAMIREZ JOINS JOICO TO UNVEIL NEW LUMISHINE® COLOR

Johnny Release collage

The Architect of ‘Lived-In-Color™’ Bridges His Passion-filled Work With The ‘Joi’ Of Healthy Color

Los Angeles, CA (September 2015) – Joico, the hair color and care company focused on bringing the “joi” to hair through their innovations and industry leadership in healthy hair, has tapped the talents of celebrity colorist and internet “phenom” Johnny Ramirez for the launch of their new color line, LumiShine. Joico’s LumiShine™ Repair+ Permanent Crème and Demi-Permanent Liquid Color, is the latest advancement in hair color from the leader in healthy haircolor that will take today’s colorists’ talents to a whole new level. The impression on Johnny himself was so much so it took him only once trying the color to fall in love with it, and want to bring it in as the color line for his salon, Ramirez-Tran Salon in Beverly Hills, of which he is co-owner along with master cutter Anh Co Tran.

Johnny, who’s created color looks for some of Hollywood’s top ladies of the big and small screens, such as Victoria Beckham, Nicole Kidman, Gwyneth Paltrow, Ellen Pompeo, Carrie Mulligan, Hilary Swank, and many more, is native to Los Angeles, growing up in East L.A. and specializes in “California hair” – subtle, versatile and “beachy.” Fearless when it comes to color corrections few would want to take on, and master of natural and softly-composed highlights, his original muse was his daughter. Wanting to emulate her perfectly sun-kissed hair, he endeavors to create the “truest” hair color for every client. He has a passion to do this and to give each client their best color, so that they leave the salon feeling confident and gorgeous – a perfect fit for Joico’s “Joi of Healthy Color” campaign and new LumiShine color. When asked about Joico’s new color line, Johnny can’t help but exclaim, “It’s where hair color is going.”

The new pre-blended color line is easy to use yet sacrifices none of the results colorists and their clients demand. With Johnny’s newfound muse, a natural fit came when Joico asked Johnny to help bring LumiShine to professional colorists and their clients at large. Starting in August, just prior to the official September launch of the new pre-blended color line, Johnny will be blending his highly coveted, signature technique of Lived-In-Color™ with healthy color that Joico has pioneered. With his new color palette in place, Johnny in an exclusive partnership with Joico will present weekly examples of his work with the color line that provides a visibly astonishing 2-times the shine (compared to starting levels) and benefits lasting up to 30 shampoos (based on laboratory testing of damaged hair). These real life, in-salon examples extoling the colorist’s defining technique, will be accompanied by their formulas for recreating the looks with the color.

Apart from these special peeks into the elusive colorist’s skillset, articles on specific trends and hair color hot topics will also be penned by the sought-after color expert for Joico. All of these invaluable and anticipatingly palatable color morsels from Johnny’s personal palette, will be shared by both Johnny and Joico via various channels including their Instagram accounts and other social platforms hashtagging #getglossy and #hairjoi. Both Joico.com and Johnny’s website boxno216.com, and Joico newsletters, will share the content too plus Joico’s soon-to-launch JoiColor App will feature it (app available on both iPhone and Android platforms for all hair professionals).

“We’re very excited about our partnership with Johnny for Joico’s new color LumiShine. He’s got such an uncontrived air about him, even amid all of the popularity and attention he and the salon receive. He’s such a down-to-earth, cool and relaxed guy. He’s been so easy to work with and a true pleasure – just like his color!” said Valerie Robinett, Sr. Director of Digital Marketing and Communications for Joico. Johnny’s particular brand of cool is easy and relaxed, much like the California, lived-in color he creates.

To get this exclusive content and for more information about LumiShine and “The Joi of Healthy Color,” please visit www.joico.com/lumishine starting September 1, 2015. Joico’s new LumiShine Repair+ Permanent Crème and Demi-Permanent Liquid Color line will be available to professionals September 1, 2015.