Joico artists from around the world as well as members of different disciplines in the company from marketing, product innovations and R&D to communications and education all came together in southern California from January 30th to February 2nd.
The Joico Family gathered not only to celebrate the successes of 2016, but to look ahead at the exciting new products, programs and artistic initiatives of 2017 and beyond… For artists it was also a chance to get their hands into some hair!
On day one the mainstage saw live demonstrations of new hairstyling products and presentations of color line extensions, illuminating the entire 2017 calendar year for the brand, which was emceed the whole week by none other than Joico Guest Artist Ben Mollin, who brought a high-energy tone to the already Joi-ful nature of the gathering. Not to be out-done by Mollin’s exuberance and comedy, Joico GM and Sr. VP Sara Jones brought some comedy of her own with a car-pool-karaoke style video for her state-of-the-business updates, with Jones in disguise picking up some of Joico’s top-artist talent.
There were three main courses to the week and plenty to dish about on day one with the first being new product launches in color and styling. Jones, along with VP Global New Product Dev. Melisa Gill, Sr. Dir. Global Digital Mktg./Comm. Valerie Robinett, and Sr Dir. Global New Prod. & Edu. Angelia Polsinelli led Day 1 with a general session, revealing the “wins” of 2016 and the exciting plans for 2017. Those plans included a new professional- and client-based initiative (presented by Robinett) launching mid-year that will stamp Joico as THE definitive name in healthy hair.
While on Day 1 guests were treated to artistic presentations showcasing the new product launches for the year, the rest of the week followed with day-long, hands-on workshops for the artists on the products and the Salon I-Deas education platform new to North America. Exhibiting fantastic and innovative launches in the bold and temporary/semi-permanent color category to shade extensions in Vero K-PAK and the award-winning LumiShine color lines, the crowd of artists couldn’t wait to get their hands on the new and upcoming releases.
On hand to present these tasty morsels in color and styling were: CosmoProf Ambassador and Joico collaborating artist Phil Ring and Joico Artist and recently announced Global Team Member Ricardo Santiago for Joico Color Intensity and some very exciting and fresh bold color innovations that both professionals and consumers are sure to clamor over. For Vero K-PAK Color and Age Defy, new shades were presented by Joico-Artists Europe, David Murray and Ryan Nicoletti-Dowd. Joico Guest Artist Cherry Petenbrink with Joico International Guest Artist Liza Espinoza showcased new shades for LumiShine color, and Joico Celebrity Hairstylist and Spokesperson Paul Norton revealed some upcoming new hairsprays in the Hair Shake family that are sure to shake things up! “Lightning” is sure to strike twice with a breakthrough new line that encompasses both care and color, which was presented by Joico Guest Artists Zoe Carpenter and Chad Taylor from the U.S. and Canada respectively.
The second course served up the crème de la crème – Jones announced Vivienne Mackinder to the crowd as Joico’s Guest Artistic Director – their latest tapping of amazing talent. Received with a standing ovation, Mackinder would give a keynote address to the crowd on day two that garnered tons of cell-phone pictures and another standing ovation.
“Nothing tops the energy and camaraderie when we all come together to learn, share ideas, celebrate the successes of the prior year and collaborate on new goals for the year ahead. It’s an honor to have phenomenal artists such as Vivienne Mackinder, Gianni Scumaci and so many others to lead us and herald the “Joi of Healthy Hair.” It looks like 2017 is going to be stellar year,” said Sara Jones, Joico GM/SVP.
Course three was Salon I-Deas –the education platform already launched in Europe for Joico and led by International Vision Director Gianni Scumaci for Joico Europe– presented for the first time in the U.S. and was received enthusiastically by all.
“Salon I-Deas is a 360-degree concept aimed at the salon hairdresser focusing on everyday cut, color and style,” said Scumaci. “[It was] an exciting week of sharing knowledge, ideas and techniques with the JOICO family filled with passion, inspiration and Joi!” he added.
Day 1 ended with cheers for fellow artists as they were presented with awards by Jones and Polsinelli. The rest of the week consisted of break-outs for all Joico artists –present from the U.S., Canada, Latin America, Australia/New Zealand, Europe and Asia– to take part in intensive trainings to study and perfect the techniques and discover new product launches. The week was truly a “joi” to partake in, filled with tons of learning, coupled with smiles, laughter and a jam-packed year to look forward to.