Our biggest goal here at Joico? Delivering the very best education, the most exciting new products, and making sure you have fun with ALL of it. That was the mission of JoiCon 2022: Reconnect, Rejoice, Recharge; the expo that infused our amazing artists with creative ideas, inspo, and motivation…all of which will be coming your way in the weeks and months ahead.
First up, let’s set the stage…
THE WHAT:
3 full days of live learning (and thrills!) with 70 Joico artists from the United States and Canada; as well as International team members from Latin America and Australia.
THE WHERE:
Henkel’s state-of-the-art Academy of Hair in Culver City, CA.
THE WHY:
To learn cutting-edge techniques, get hands-on experience, and rev up motivation for the year ahead.
Unveiling the products…
Our New Product Development team has been in a creative frenzy, making magic that’s soon to be in your hands. Just some of the innovations they premiered at JoiCon 2022…
☆ The new expansion of LumiShine’s Demi Liquid Color: Get ready for three different tonal families, plus nine new shades that are going to knock your socks off.
☆ Blonde Life Lightening: Showing how Blonde Life builds bonds for strong blondes, our attendees met our new Balayage Lightener, seven new Demi Gloss Shades, and Coconut Oil Developers that leave hair soft and hydrated.
SHOW TIME…
Bringing art and entertainment to life is a hallmark of JoiCon.
☆ Bonded by Blonde Hair Show: Our dynamic blonding duo — Joico Global Brand Ambassador, Larisa Love, and Joico Global Artistic Director of Haircolor, Laura Gibson – dazzled the crowd with extraordinary looks using the newly enhanced Blonde Life Collection: From salon-friendly techniques to hot balayage, and brand-new toning ideas, it was a presentation powered by joi.
☆ The JoiVerse: Attendees experienced a single, universal, and immersive virtual hair world come to life as Joico Celebrity Artist, Jill Buck, Joico Global Education Expert, Ricardo Santiago, and Joico Global Artistic Director, Richard Mannah, transported them to…the Metaverse!
THE BEAUTY OF BIZ…
Translating creativity, art, and energy into successful business practices is at the heart of JoiCon’s mission. And the best of the best showed everyone how to make it happen…
☆ Digital Upskilling: Electricity was in the air when Joico Global Brand Storyteller, Olivia Thompson, and CEO of Saga Haus, Cynthia Baker, took to the stage and taught the ultimate social-media class. Attendees not only learned how to create a compelling reel…they actually did it right then and there, and will be taking those skills to the field and social in the months to come. The duo also introduced Joico’s Social Hub, our brand-new FREE digital platform that allows you to generate exciting Joico haircare and healthy-color marketing content, while building an audience of fans and followers.
☆ Panel with our Pros: When we invited attendees to pose their most burning, ask-me-anything questions to our celebrated pros, they came up with some brilliant doozies. And Joico General Manager, Melisa Gil – along with her team – delivered big-time: Giving real-time insight from pros in the know, this panel discussion left no stone unturned. (Stay tuned for an upcoming blog post that shares all the wisdom.)
☆ All About Texture: Fiercely committed to diversity, transformation, and change, Keya Neal wowed the crowd with a vital presentation on coloring textured hair. The founder of Kolour Kulture and Texture VS Race, two groundbreaking programs dedicated to teaching stylists how to approach hair of all textures, this “industry agitator” and champion of diversity will be creating a Texture Video Series for Joico in 2023. Be sure to watch for it in the months to come.
☆ The Keynote Queen: Founder and Creative Director of behindthechair.com, Mary Rector, addressed The State of the Salon Business – an invaluable presentation driven by the woman who has had a profound influence on our industry and the world of cutting-edge digital marketing.
THE WOW WORKSHOPS…
There’s no better way to learn than rolling up your sleeves and getting right in there. And JoiCon’s Hands-On workshops provided just that — the ultimate opportunity to take skills to the next level.
☆ The Art of Balayage: Highly influential colorist, and Joico Artistic Director of Haircolor, Laura Gibson, has created a brand-new Balayage Certification Series for Joico, launching in 2023. While the bulk of this two-day workshop will take place at The Academy, the initial session will actually be taught by a curated Balayage Specialist Team, who will be swooping in and sharing those skills with salons across the country.
Everyone at JoiCon experienced that very first class – and were able to show off their skills to Laura, who will be helping to build our rockstar Specialist Team. Stay tuned!
☆ Styling with Intention: Finish is everything — and in this pinnacle presentation, Joico Global Brand Ambassador, Larisa Love, divulged her most prized insider tricks, tips, and concepts that she uses every single day at the salon. Sharing exactly which Joico products to reach for…how to use them…and what steps will take you to that perfect, camera-ready, out-the-door look every time, Larisa showed the art of, well, truly showing off your work!
☆ Toning Your Way to the Top: Joico Celebrity Colorist, Jill Buck, of Salon 901, and Joico Global Education Expert, Ricardo Santiago got JoiCon juices flowing with all-new artistic techniques, fun hacks, and custom formulas to use with our brand-new 2023 Demi Liquids from LumiShine. Challenging attendees to correct on-the-spot color puzzles, the team proved that playing with color is joi-ful work.
☆ Introducing…The Mixie!: Our masterful Global Brand Artistic Director, Richard Mannah – whose technically perfect work makes him a legend in our industry – taught a fashion-forward hybrid of the Mullet and Pixie. Slightly abbreviated in the back, this refined rendition created a buzz in the room, as everyone executed the cut and styling of what will surely be the year’s favorite haircut.
