Joico has capitalized the concept of joy through hair, and for the first time in the company’s history, they decided to create a global event where the family was able to attend a 7-day conference in Punta Cana, and get a massive download of the latest trends on social media, hair artistry, competitiveness, and salon education while networking with hundreds of hairdressers from around the world, all there to experienced the #hairjoi!
The Global Destination Education took place on January 13 to 20 and was the event where everybody wanted to be. Proof is in the sales because it SOLD OUT – even before registration closed! The universal event held over 1,000 attendees, representing 28 countries, that include the U.S., Canada, Belgium, Australia and New Zealand, Norway, Sweden, U.K., Germany, Japan, Brazil, Costa Rica and a host of others!
#DestinationJoi2018 is on the shores of Punta Cana, Dominican Republic “JOI-ned” by a fantastic line-up of world-class talent also from all over the globe. At the top of this list, paragon and hair icon Vivienne Mackinder and the jet-setting, global educator Richard Mannah, who took us to tapped on the fusion of being not only a successful professional, but also on being a wholesome person in every aspect of life.
The main-stage artists brought LumiShine, Vero K-PAK Color, and Color Intensity to life with hot, new techniques, formulas, and dramatic before + afters. The event started with a bang JOI-COLOR YOUR WORLD that featured Vero K-PAK® COLOR with David Murray, Ryan Nicoletti-Dowd, Ricardo Santiago; LumiShine® with Denis de Souza, Melissa Duguay, Zöe Carpenter; Color Intensity with Phil Ring, Larisa Love, Ricardo Santiago; and Finishing by Richard Mannah.
The audience was walked through an actual Balayage consultation with Amber O’Hara, and every detail of Balayage application, including the most common rookie (and even pro) mistakes. And the talented Jenny Strebe wove her magic in an action-packed class, designed to infuse your work with romantic techniques that garner those priceless “first look” photos.
Guests of #DestinationJoi2018 continued the week with classes filled with techniques, disciplines, tips and insider knowledge from these amazing artists andof course, parties full of glitter confetti and feathers for the guests to truly get aquianited under the Punta Cana sky.
But the knowledge did not simply touch upon the novelties and looks of the brand, but also took a substantial segment titled, SOCIAL + CELEBRITY PANEL – moderated by Joico’s own communications maven, Valerie Robinett, Sr. Dir. for Communications & Digital Marketing and featuring: Larisa Love, Ricardo Santiago, Phil Ring, Jenny Strebe, Denis de Souza, Olivia Smalley & Marisa Marino! These hair pros have rocketed to fame by strategically promoting their talents on everything from Instagram to Snapchat. In a Q&A-style format, these stars shared the secrets of their online success and giving insight about how they cultivate relationships with high-profile superstar clients.
Another surprise guest who stole everyone’s hearts was Mark Bustos. Bustos who was planning on flying under the radar for his time at GDE actually gave a heartfelt and deeply personal talk about his passions and goals, which culminated in taking a group of the Joico backstage artists to a local school to provide free haircuts to kids.
…but #DestinationJoi2018 wasn’t all about classes and techniques – after all it was Punta Cana! There was plenty of down time every afternoon and evening to let loose and “en-joi” with after-parties every night at the Cuatro restaurant and bar lounge on the beach.
Take a look at the images below for the best looks of the event, and for more information visit joico.com