On April 17th, hairstylists and beauty influencers gathered at the Clio Social Club in Toronto to celebrate the legacy of Joico’s iconic K-PAK haircare collection.
To celebrate the event, Joico’s global education expert, Ricardo Santiago, who’s based in Orlando, Florida, attended the event and styled two beautiful looks on the models using K-PAK products.
“One of the models came in with hair that’s half-curly and half-straight and stringy. Immediately after I used the K-PAK four-step system, her curls came back to life. It shows what K-PAK is all about,” he says. “The copper-red model had hair that was in great shape, but she had a bit of dryness. For her, it was about balancing her texture as well; her hair was curly in the back and smooth and straight in the front. We used the system and you could see her curls coming back with a huge boost of shine. She even said her hair has never felt that soft!”
Launched in 1975, the K-PAK haircare regimen consists of four steps: clarifying, acidifying, reconstruction and hydration. The Clarifying Shampoo removes buildup and protects against pollutants. Cuticle sealer balances the hair’s pH and restores shine and manageability. Reconstructor rebuilds damaged hair structure and reduces breakage. The Hydrator seals in the previous steps for softer, healthier-looking hair.
“You can’t beat the four-step system,” says Santiago. “It’s really what this event is all about; to teach everyone about the four-step system and how since the ’70s, Joico has been the innovator and originator of bond-building and bond-protecting [products]. We’re re-introducing everyone back to that because it’s tried and true.”
Among the event’s attendees were Joico’s vice-president, Amanda Capobianco Belasco, director of sales, Brian Ahrens and marketing manager Sara Saloojee.
Browse our gallery of photos from the event. Plus, stay tuned for more from our exclusive interview with Ricardo Santiago!
Photos: Elaine Fancy
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