Recently, Joico brought their national sales and education teams together for three days of closely-guarded announcements and launches, heartfelt acknowledgements, serious trainings and socializing, Joico-style.  On the opening day, Joico signaled that they are moving into 2013 in a thoroughly modern way with a welcome from voice-activated Siri and a warm-up PSY-Gangnam Style led by Joico Senior Vice President and General Manager Sara Jones.  

Jones, congratulating those assembled on a very successful 2012, said, “What’s the secret to your growth?  It’s the people in this company that make the difference.  They work harder, react faster to opportunities and to problems, laugh harder, and hug tighter.”   And, she added, ““While we’re growing, we’re keeping it professional.”


JOICO's Monumental MomentThe plan for this continued professional growth was outlined by key Joico Team Members, beginning with Senior Director of Marketing, Candy Gebhart who introduced an Acceleration Plan fueled by a new tag line, TURN HEADS.  Whether referring to the transformative effect of a fresh style, to the reaction that style receives, or to a hairdresser moving clients out of their chair and into the world, TURN HEADS reflects the power of stylist to create change.

 “We believe that transformations make you feel good,” said Gebhart.  “At Joico, we must transcend, we must establish a new level of relevance.  And we’ll be so bold in our approach it will cause heads to turn.”

To  announce the advance of the TURN HEADS movement, International Creative Directors Damien Carney and Sue Pemberton collaborated on a photo shoot with sophisticated, sexy results. This new, made-you-look imagery was revealed to the crowd; in 2013, it will be featured in marketing materials, advertising campaign, trade show signage, banners and more.  

The news of the new continued with:

New packaging:  Retaining JOICO’s award-winning bottle shape, JOICO unveiled a repackage of the line. The changes include more vibrant colors that allow for easy family recognition, quick-read category names and prominent hold levels on each bottle. 

New technology: “We’re not just a pretty face.  We’re smart on the inside, too,” said Joico Education Director Angelia Polsinelli, referring to a new technology that will be in all JOICO and K-PAK formulas (except for K-PAK Deep Penetrating Conditioner), Bio-Advanced Peptide Complex. “We’ve discovered the exact peptide chain missing in damaged hair,” said Gebhart. “Once applied it creates a molecular band-aid to hair that lasts for up to 25 shampoos.”

New products: A collection of 11 new style and finish products were announced and Carney demonstrated several, including Instant Refresh- Dry Shampoo with Makuka Extract; Power Whip-Whipped Foam, a lightweight mousse; and Power Spray Fast Dry Finishing Spray.   

New education: Polsinelli discussed a new education plan, new booth modules, and new ways to connect, including Joico Education Technology or JET.  Launching January 1st, this new interactive site was described as  “edu-tainment for educators, District Sales Consultants and store staff.” 

New, amped-up PR plans:  Valerie Robinette, Director of Public Relations, outlined several key initiatives including a Regional Media Tour, a new website launching in January, a soon-to-debut blog and partnerships with beauty/fashion industry notables including fashion stylist Rachel Zoe and celebrity hairdresser and “X-Factor” Hair Department Head, Dean Banowetz.  The new TURN HEADS imagery will literally jump off the page with new Augmented Reality technology: Smart Phone users download the Printergize app, hold their mobile device over the image to launch videos that seem to make the image come to life.

 Robinette also touted two recent awards: one from the Academy of Arts and Sciences for Branding Content and another from the Environmental Protection Agency, the Green Power Leadership Award.


JOICO's Monumental MomentAnother monumental shift occurred with the announcement of a new color line from Beth Minardi, an icon in the beauty industry.  Beth Minardi Signature is a new system of 55 permanent and demi-permanent hair colors in cream and liquid forms from a colorist synonymous with color education.

 “My feeling is that the greatest inventions of all time include fire, the wheel, penicillin and demi-permanent hair color,” said Mindardi. “I am so excited about this color and so happy to be sharing it. We are simple to understand and not hard to teach.”

Each shade incorporates botanical extracts Phyto-collagens and Ceramide 2.  The shades are offered as Permanent Crème Color, Demi-Permanent Crème Color and Demi-Permanent Liquid Color. The Permanent Crème offer 100% grey coverage. All feature a signature “soft cotton blossom” scent.

Unit cartons will contain a paragraph of advice from Minardi, “Beth Says,” as well as QR codes that lead to videos of Minardi speaking on how the color performs.

Beth Minardi Signature will be introduced with a full curriculum, webinars, online forums, DVD tutorials, color credential certification, and more.  Face-to-face connection will take place with the Minardi Artistic Colorist (MAC) Team, three levels (MAC Core, MAC Artistic, and Minardi Education Team (MET)). 


In the evening, Sara Brown returned to the stage to present Core Values Awards, reflecting Joico’s seven core values, to employees who embodied those virtues: Purpose, Integrity, Partnership, Respect, Determination, Quality, and Responsibility. JOICO's Monumental Moment

Then, Carney and Pemberton (Vero K-Pak Color International Artistic Director) sent the new TurnStyle Collection spinning down the runway.  The Carney cuts reflected the rounding, feminizing forms added to body-hugging couture—peplums, flared skirts, round Peter Pan collars. Carney translated this trend to hair by pivoting from a central point on the head to cut a rounded, fitted shape.  Pemberton let nature be her guide in the color, creating a vibrant transition of color like the shift of shades on a flower petal. “This collection shows the evolution of ombre as we know it into something bolder, more unique—truly head turning,” said Pemberton.

For reprint and licensing requests for this article, Click here.

Read more about