22 June 2021

Joico Blasts off into the beauty blogosphere

Joico, invited top bloggers to hear all about Joico’s new look, new products and new breakthrough in hair care.

Joico International Artistic Director Damien Carney was once again in great demand with the always on-trend gals of some of the hottest blogs in New York and LA as they got the lowdown on the new formulas, new look and fabulous new products that Joico has cooked up for 2013.

Guests at the intimate events, which also served as a pre-Oscar affair, included representatives from People.com, Refinery29.com, SheFinds.com, TotalBeauty, Coco Perez, The Fabulous Report, Makeup Loves Me and many more.  Also on hand to learn about the popular professional hair brand was actress Tiffani Hines of Nikita and Bones TV-series fame.

Joico Sr. Director of Marketing Candy Gebhart, Director of Public Relations Valerie Robinett and International Artistic Director Damien Carney were on hand to host the event, giving participants the run-down on Joico’s history, innovations and philosophies.  The team introduced Joico’s newest products—the “power collection” of Power Spray Fast-Dry Finishing Spray, Power Gel Sculpting Gel, Power Whip Whipped Foam as well as Instant Refresh Dry Shampoo

In addition to the gorgeous models styled by Carney as examples of “Joico style”, Carney also provided each guest with individual Joico hair care prescriptions.

In addition to cocktails and haircare technology samples in goodie-bags, Joico also offered a fun keep-sake to always remember the evening with the Instabooth that instantly printed bloggers’ photos they posted on Instagram using the hashtag, “#TurnHeads.” They were all posted on a wall and as bloggers left passing the display they were surprised by the fun wall of photos and took theirs home. With all of this, reaction was certainly swift and swooning.  SheFinds blogged, “Joico Dry Shampoo is a ‘must-have.”  TotalBeauty posted, “The new Joico will turn heads!  Brighter, cooler packaging and even more amazing science.  The Bio-Advanced Peptide Complex repairs damage.”   And Makeup Loves Me dished, “Sort of loving Joico; a brand that serves nitrogen cocktails is a brand I’m into.”

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