We’re traveling back in time and sharing the future of haircare today!
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Electricity and energy were in the air at BTC’s “Back to the Future” show in Austin last month – and we’ve got all the Joico highlights of the three-day extravaganza: From live-on-stage trends and techniques, to parties, awards, and even amazing swag, come along for the ride as we revisit our biggest show of the year!
What: “Back to the Future”– Behindthechair.com’s 2023 show
Where: Austin, TX
Who: Artists and educators attended from all over the country
Why: To see the latest and greatest hair innovations
Joico Global Artistic Director of Haircolor, Laura Gibson
Joico Global Education Expert, Ricardo Santiago
Joico Global Technical Director, Jeannetta Walker-Rodgers
Joico Master Artist, Brandon Corbitt
Joico Artistic Educator, Kelly McGowan
Joico Brand Educator, Taylor Clow
In what became a memorable (and jam-packed!) presentation, Ricardo highlighted a curly-haired model, then segued over to the tech stage to cut and style her finished look. His brilliant curl-preserving hack – using JoiWhip, JoiGel, K-PAK Color Therapy Luster Lock Glossing Oil — was captured on this must-see reel:
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Attendees couldn’t help but be drawn to our dazzling center of swag – a House of Joi booth brimming with free FULL-SIZE samples of Defy Damage Sleepover, and packettes of Blonde Life Powder Lightener. The hub also provided an opportunity for meet-and-greets with Joico superstars, some of whom were captured in this team snap. From left to right: Jeannetta Walker-Rodgers, Ricardo Santiago, Laura Gibson, Olivia Thompson, Jill Buck, and Brandon Corbitt.
For three full days, Joico artists rotated on stage, as they shared cut, color, and styling techniques that sent plenty of buzz through the audience. The best part? It was highly interactive. Instead of sitting static in their chairs, attendees were actually encouraged to come up to the tech stage and have intimate convos with Joico artists, asking direct questions about the looks being created in real time.
Without question, one of the biggest highlights of the event unfolded on Sunday night’s Awards Show, where Joico Guest Artist Jessenia Robayo, took home a coveted Hot Shot Award for her gorgeous Natural Texture look. (One peek at the amazing rosy curls and you’ll understand why she was a big winner!) Also nabbing nominations in the Top 100 were Joico Celebrity Stylist, Jill Buck of Salon Nine Zero One –– who placed both in the category of “Color Video of the Year” and “Balayage” — and Laura Gibson, Joico Global Artistic Director of Haircolor, in the category of “Color Video of the Year.”
Did you know that more than 400 hairdressers come to the BTC show alone each year? But they never leave alone; and that’s because BTC offers an annual solo-attendees party that gives artists the opportunity to meet other solos before the show days officially kick off.
Jeannetta-Walker Rodgers and Ricardo Santiago were two of the coveted #ONESHOT Award presenters – along with Joico’s Laura Gibson and Jill Buck.
Come find us on tour with BTC this fall:
- Nashville on October 23rd, 2023, with Larisa Love
- Los Angeles with Larisa Love and Jeannetta Walker-Rodgers
Stay tuned for more details.
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