At the latest national sales meeting in Montreal, June 15-17, excitement was in the air as Joico revealed its new brand identity. ‘Market research indicated that our client-base thinks healthy hair is happy hair. So we decided to create a new tagline that was perfectly in tune with our brand name: ‘The Joi of Healthy Hair’’, revealed Melisa Gill, Marketing Director Joico Canada.
Hairshake Launch a Great Success
The launch of Hairshake, Joico’s new über-innovative styling product that morphs from liquid to powder to create amazingly textured and velvety-soft hair, has met with astounding success thanks in part to a well-crafted social media campaign with a unique hashtag #wheredoyoushake that hairstylists immediately embraced.
Before the break, everybody in the room showed their #wheredoyoushake moves with unbridled enthusiasm!
New International Creative Director
It was announced that Jeremy Davies-Barbala is officially Joico’s new International Creative Director.
A hairdresser since the age of 15, Jeremy has worked in top salons in the US and in the UK. Having started with Sassoon in 2002, Davies-Barbala has demonstrated exceptional leadership skills. Until recently, he was the Senior Creative Director for Sassoon, U.K., and has a very strong following in the hairstyling community.
Low-ammonia Colour Line
Launching in September, The Lumishine Repair and Color System will offer colorists a wide palette of 75 permanent and liquid demi-permanent shades that are easy to use, pre-blended and low ammonia.
The focus of this innovative colour line will be to offer twice the shine and restrengthen hair. Celebrity hairstylist Denis de Souza from L.A. will act as Lumishine’s Artistic Director.
Image: Joico Canada’s Facebook page