27 May 2022

Famed Nine Zero One Salon adopts Joico LumiShine as Main Hair Color of Choice

The always buzzing and buzz-worthy Nine Zero One Salon in West Hollywood, California is known for its celebrity clientele.

As a premiere salon in the heart of L.A. located on well-known Melrose Place, co-owners Riawna Capri and Nikki Lee could not have imagined all the success and attention the salon has received since opening its doors in 2009.

…with celebrities to boot and press to envy, it’s no wonder there’s no shortage of appointments (knock on wood!). With clients, both celebrity and non- alike, clamoring for appointments, Nine Zero One artists are busy highlighting, balayaging, “ombre-ing,” “baby-lighting” – basically coloring up a storm and making clients look and feel amazing as a result with some of the best hair-color anyone has seen.

Bringing on Joico LumShine® –the easy-to-use, healthy-hair focused, dimensional palette– as the salon’s top color of choice, was a no-brainer. “We love using LumiShine because it has instantly proven to leave our clients’ hair feeling healthier than the way they came in – and at Nine Zero One we put healthy hair first!” says Capri. As two LA-based brands, the cultures of healthy hair and #HairJoi were a perfect fit – it truly is a joi-ful collaboration. The pantheon of artists at Nine Zero One are just as thrilled, “I’m obsessed with Joico LumiShine. From their permanent to the liquid gloss to their new DD creme. The results are beautiful across the board!” exclaims one, Amber Maynard, Nine Zero One Master Stylist.

Capri began to play joi-fully with the healthy hair brand, Joico, a few months back and absolutely fell in love with their LumiShine® Color, so it only made sense that the joy they bring to their clients everyday was coupled with the “joi of healthy hair,” and that only comes from Joico! Now as the main color brand of Nine Zero One Salon, Joico’s LumiShine color will keep giving Nine Zero One’s clients the “joi” that comes from healthy hair-color, every day.

It takes only a glance at Capri, Lee and/or the salon’s Instagram accounts to notice the gorgeous hair and celebrity heads they’ve coiffed. Recent examples of Joico-partnered celeb color makeovers are Julianne Hough’s stunningly gorgeous transformation to red as well as her wedding-day blonde, Emma Robert’s Oscars look, and Paris Jackson’s  “Peachy Paris” look, plus Hillary Duff’s bright blonde.

Joico adores the Nine Zero One family, evident from their work with others in the crew like senior stylists Tauni Dawson and Morgan Parks who helped launch Joico’s Luster Lock Multi-perfector Spray with some great hair tips – truly an everyday wonder spray. Not to mention Joico Exclusive Celebrity Artist, and fellow Nine Zero One senior stylist Rick Henry – who’s given client Katy Perry her amazing transformations: platinum blonde, pink, back to blonde and most recently purple, all with Joico in hand… Red-carpet hair is LumiShine hair and one more way this is a match made in heaven.

Amid all the well-deserved hype and buzz, Capri and Lee, know it’s not all about celebrities, though. As fun and exciting for the salon as they are, Lee and Capri are most inspired by their team of hairstylists and honored and humbled by their every-day clientele that sit at each and every one of their chairs. Customer service is a vital component to the salon services they provide on a daily basis – it’s their number one priority, “customer service is number one to us – everyone is treated equal, whether you are an a-list celebrity or a college student,” says Capri.

As the salon’s new color of choice, we’ll see exclusive content and formulas from various very talented Nine Zero One artists, including formula and color breakdowns every month that will live on Joico.com and the JoiColor App, editorial content on hair trends and other content shared on BeautyCoach.com and Joico websites and e-newsletters, and even occasional events and “live” broadcasts from the salon.

Throughout 2019 and 2020 we’ll be treated to some amazing color using LumiShine on not only @ninezeroone’s Instagram but also through, and thanks to, all of the amazingly talented artists at Nine Zero One.

Though we’ve already seen some great coloration between Joico and the talented pool of artists at Nine Zero One Salon, we’ve only hit the tip of the iceberg, and right around the corner first is Joico’s exclusive color sponsorship of Nine Zero One Salon’s education platform – BeautyCoach.com’s “Destination Education” in Palm Springs this October 2018. (It so happens Joico also entitles its education extravaganza similarly with “Global Destination Education” – if that’s not kismet, we don’t know what is!)

We’ve collaborated on some really amazing projects now and each and every time I see the talent and skill the stylists at Nine Zero One Salon have I am truly blown away,” says Valerie Robinett, Sr. Director, Communications and Digital Marketing for Joico.

It’s a perfect time for Joico to solidify our friendship with this salon and their wonderful group of hair pro’s. They are committed to both the hairstylist and the client, and that’s just what our aim is,” exclaims Sara Jones, Sr. VP & GM Joico.

Robinett goes on, “What Nikki and Riawna have done as salon owners is nothing short of spectacular – from the hair-color they create for their clients every day, and the education they imbue and support their stylists with, to the education they create at large –  we’re so happy they’ve brought our color in and thrilled they’re a part of the Joico family. We can’t wait to put more healthy, gorgeous color out there!


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