- salon pro
Armed with a smartphone, an eye for what’s hot and Joico International Artistic Director Damien Carney on their side, the always on-trend gals of some of the hottest blogs in New York and LA were dishing up the latest in hair couture culture. Joico, the hair-care company known for keeping tresses from becoming messes invited top bloggers to hear all about Joico’s new look, new products and new breakthrough in hair care. The ladies also experienced unique dining and inventive cocktails to match the one of-a-kind Joico products with the unheard-of DNA science.
Some of the most prolific fashion/beauty bloggers and editors with handbag in hand and glamorous heels to boot received the lowdown on the new formulas, new look and fabulous new products that Joico has cooked up for 2013. Guests at the intimate events learned all about Joico’s pledge to “turn heads” and transform salon clients in 2013, thanks to the company’s state-of-the-art technology, on-trend hair design and imagery that captures the vibe of the modern, sophisticated Joico client.
Guests at the events, which also served as a pre-Oscar affair, included representatives from People.com, Refinery29.com, SheFinds.com, TotalBeauty, Coco Perez, The Fabulous Report, Makeup Loves Me and many more. Also on hand to learn about the popular professional hair brand was actress Tiffani Hines of Nikita and Bones TV-series fame.
Joico Sr. Director of Marketing Candy Gebhart, Director of Public Relations Valerie Robinett and International Artistic Director Damien Carney served as hosts, guiding attendees through Joico’s history, innovations and philosophies. The team introduced Joico’s newest products—the “power collection” of Power Spray Fast-Dry Finishing Spray, Power Gel Sculpting Gel, Power Whip Whipped Foam as well as Instant Refresh Dry Shampoo. Models styled by Carney supplied gorgeous examples of “Joico style” and Carney also provided each guest with individual Joico hair care prescriptions.
Joico not only offered up exciting cocktails to sip on and the latest in haircare technology to take home in their goodie-bags, but a fun keep-sake to always remember the evening with the Instabooth that instantly printed bloggers photos they posted on Instagram using the hashtag, “#TurnHeads.” They were all posted on a wall and as bloggers left passing the display they were surprised by the fun wall of photos and took theirs home. With all of this, reaction was certainly swift and swooning. SheFinds blogged, “Joico Dry Shampoo is a ‘must-have.” TotalBeauty posted, “The new Joico will turn heads! Brighter, cooler packaging and even more amazing science. The Bio-Advanced Peptide Complex repairs damage.” And Makeup Loves Me dished, “Sort of loving Joico; a brand that serves nitrogen cocktails is a brand I’m into.”
To kick off each event, Joico actually served liquid nitrogen cocktails, which served as graphic examples of how ordinary ingredients can be recombined to produce extraordinary experiences, according to Robinett. Adds Carney, “Both events were really enjoyable and all of the guests were really interested to learn all about the changes and new developments at Joico. And we’re so gratified that they immediately started to spread the word!”