Joico, the brand that infuses “joi” in all they do, will be launching a feel-good campaign to help pro’s stay motivated and engaged, as well as a sweepstakes to aid some lucky salons during this time of struggle.
The COVID19 pandemic is affecting many industries, but salons across the country are either under a mandated closure or closing down voluntarily, in order to help stave the spread of the coronavirus.
Though social distancing is what’s called for in order to flatten the curve, hair professionals from coast to coast are feeling what is likely just the start of a long and arduous road. Places like New York, New Jersey, Washington, New Orleans L.A., and California are hardest hit right now, but that could easily change, and small businesses all over the U.S., like our salons, are already feeling the effects only a few weeks in.
That’s why during this time of financial struggle and worry, when people cannot even rely on their social support networks like family and friends in the usual and most comforting ways, Joico wanted to show the professional hair community that they truly are in this together. On April 1st, 2020 Joico launched “The Big Give-Back” campaign and sweepstakes; consisting of weekly sweepstakes that will award a lucky pro up to $1,000.00* to help pay for salon expenses, like rent costs or booth rental fees, or even salon utilities. The sweepstakes (open to U.S. residents; other restrictions apply*) will announce one random winner every week and will run from April until the end of the year. The first set of four winners will be announced on Hairstylist Appreciation Day, April 30, 2020, and one new winner every week thereafter until the end of the promotion at the end of December.
As this crisis is affecting our hair pro’s in various ways, Joico is also reaching out to the hairdresser community with digital education meant for licensed professionals to keep up their skills and creativity during this time of social isolation – these will be available via Joico Digital Education On-Demand and will feature Joico’s top artists: Larisa Love, Gina Bianca, Ricardo Santiago, Jill Buck, Olivia Smalley and Zoë Carpenter. Further, Joico Global Artistic Director, Richard Mannah will host a series of “JoiChats,” which include his first on how to remain active in your career during this time and his second will be an exclusive interview with Mark Bustos! These JoiChats will start in early April. Joico’s top artists will also continue to provide Facebook Live technique education segments. You can find the schedule on Joico’s Events page here.
During this time when our industry feels so apart, it’s more important than ever to keep communicating and connecting with our community. These Facebook Lives can be a vital way to not only stay connected and engaged but prop up people’s motivation and spirits. The Digital Education and Richard Mannah’s JoiChats will be there to bring a little “joi” back into pro’s lives, encouraging them with positive messages and continued creativity.
On top of all this, Joico’s parent company, Henkel ―having instituted a work-from-home policy early on and taking further steps to ensure the safety of all employees, closely monitoring Federal, state and city ordinances, guidelines and restrictions― has launched an extensive Global Solidarity Program, which you can read more about here. It includes large-scale global monetary and product donations like personal and household hygiene products, and shifts in production to help healthcare workers and public institutions in need of supplies unique to their needs, and will work on specific benefits aimed at small and mid-sized salons and hairdressers during this challenging time.
To learn more about what Joico is doing that can help them get through this time, including more on “The Big Give-Back” campaign, and eligibility and guidelines for the sweepstakes, hairstylists can visit Joico.com/covid19-support now.