Since launch in 1975 Joico has been redefining haircare. Now it’s Joico’s 50th anniversary year and time to reflect and celebrate! Hairdresser Steve Stefano set out with a self-professed mission to create the first haircare system that penetrated deep into the hair – simultaneously repairing damage, strengthening, and conditioning the hair and leaving it with immense shine. The story he began is still being told today…
The mission kicked off with the launch of Joico’s hero product – the timelessly iconic K-Pak Reconstructor. Hopeless hair was no longer helpless! Pioneering the use of Keratin to instantly restore hair to its optimum health, now the brand really was on track.
The first colour range, Vero K-Pak colour was announced in 1991; a pure tone hair colour featuring Quadramine Complex – the same technology which helped make the K-Pak Reconstructor so loved and successful.
By 2016, the Joico scientists developed ArgiPlex Technology to replace Arginine, the essential amino acid weakened during the colouring process. Joico unveiled the LumiShine Repair+ Color. This was colour which transformed hair from the inside out, delivering shine and prolonging colour to keep hair healthier looking. Joico has continued to ‘redefine’ healthy hair care with such cutting-edge solutions. The launch of Defy Damage™ introduced the invention of SmartRElease™ Technology. this is one-of-a-kind liposome delivery system which provides a trifecta of nourishing ingredients – Rose Hip Oil, Arginine and Keratin.
To celebrate Joico – since forever
An exciting new chapter is about to begin. This year we’re loving the 50thbirthday celebrations and a new campaign slogan for the anniversary year of ‘redefining healthy hair. since forever.’ We’re seeing the rolling out of the joi(code), too. A fabulous way to honour and celebrate the people being the brand imagery and technology, distribution and promotion. Both campaigns express the message of the joi in having (or giving) healthy hair.
There is an Anniversary Collection showcasing the fusion of past and present, whilst reflecting on the rich heritage of the brand. The 50th year celebration will also act as the launch of the ‘Heroes Campaign’, an opportunity to celebrate and honor everything and everybody who has contributed to the success of Joico – including its artists, employees, distributors, and products. Throughout the anniversary year, this still dynamic brand will also be debuting a range of new products to permanently add their already star-studded line-up. Phew! So much to look forward to.
Half a century of healthy hair, a rich heritage of innovation and discovery, the launch of iconic products and most importantly, a passion of the hairdressing industry.
Joi is at the heart of everything the brand continues to do, and they will continue to craft the future of healthy hair – here’s to the next 50 years of joi!
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