3 June 2023

 JOINATION for Inspiration: A Virtual Spectacular! 

Professional, inspiring, motivating, slick and, of course, educational. These are just a few of the words that hairdressers from around the globe used when talking about JOINATION; the first digital hair festival by JOICO.

The JOINATION event took place on Monday, January 31st, 2022. It gave over 2,000 registered attendees made up of hairdressers as well as JOICO experts and enthusiasts from all over the world the opportunity to teleport to a bespoke industrial building. The day-long, jam-packed schedule meant attendees could access education and live demonstrations. At JOINATION theycould also take part in up close and personal table talks with like-minded individuals and much more.

The first-of-a-kind event by JOICO began with a welcome from Head of Education Danielle Swartebroeckx and fellow Educator, Leen Valvekens. Danielle and Leen were then onstage with Wendy VanderHelm, JOICO Creative Education Manager, Head of Business Development for EMEA Jelle Scharroo and JOICO General Manager EMEA, Eric Kater, who all shared their personal JOICO experiences, reinforcing that JOI is at the heart of everything we do. Also present were Technical Manager Els Philips, Educator Lore Janssens, Education Coordinator Marjolein van Wetten and, lastly, Education Intern Coordinator Melina Bousiou. 

LumiShine LUMI10

European Design Team Member, Gill Berry then showcased the latest colour launch from JOICO, LumiShine LUMI10. . Guests learned trips and tricks around how to cover up to 100% of grey hair in just ten minutes. European Design Team member, Roby Osselaer and European Color Design Team Member, Sofie Schrauwen from Belguim’s leading salon Bobhead presented two models live from the JOINATION studio which featured cuts, color and styling from their latest collection The 15. Creative Artist and member of the European Color Design Team, Sevda Durukan showed the ease of application of LumiShine LUMI10, presenting a stunning balayage look on her model. 

Another highlight was a sneak peek of the soon-to-be launches (next month) 2022 Vero K-Pak Masterpiece Collection created by Senior Creative Artist and member of the European Design Team David Murray and European Color Design Team Member, Katrina Kelly. Guests loved the insightful and educational sessions which gave them loads to take back to the salon. 

Table Talks

In between seminars, attendees had the chance to pull up a chair at the exclusive Table Talks. Here, they had the opportunity to interact with industry experts to develop their creative and business knowledge. The ever-popular Cynthia Baker from SAGA Haus hosted a Table Talk following her seminar, ‘Ready, Set: Let’s Grow Your Social!’, where she shared even more inspiring social media tips to help salons grow their channels. Alongside Cynthia, JOICO Color Ambassador for the UK, Europe and Ireland, Dan Spiller hosted a LumiShine LUMI10 Client Profiles Table Talk and European Design Team Member, Ijan Davies Emrus hosted a discussion on Business Retail too. Vicky Brown for JOICO UK discussed the importance of training and for the international audience; a selection of Table Talks also took place in Italian, German and Russian. 

If this wasn’t enough to keep everyone engaged, there was also insightful and inspiring pre-recorded sessions. For those who missed some of the pre-recorded webinars and LUMI10 videos, they will be available on www.joico.eu . Keep an eye out on JOICO social channels for more information. Next upEuropean Color Design Team members Paul Watts and James Atkinson shared their insight into 2022 colour trends. Then aJOICO Creative Artist and member of the JOICO European Color Design Team, Daniela Engström, presented some of her favourite colouring and styling techniques. 

Creative Finale

The grand finale was brought to us by the creative, award-winning Marc Antoni Artistic Team. Bruno Marc, Marcus Giamattei, Dan Spiller and Paolo Giamattei shared their award-winning collections in addition to in-depth demonstrations. The team highlighted three beautiful, versatile and salon friendly haircuts whilst Dan demonstrated the use of the different JOICO Color families from Color Intensity to LumiShine and Vero K-Pak. Bruno, Dan and Marcus then went on to create stunning avant-garde styles featuring rope braiding, texture and curls. Paolo and Marcus demonstrated the 2022 update on a classic skin fade; they used JOICO products to give hold and texture on men’s hair. All in all, a perfect fitting to an inspirational, educational and motivational day that united people from all over the globe! 


Please enter your comment!
Please enter your name here

Subscribe to our Newsletter

Subscribe to Estetica's official newsletter and receive all the latest news and information from the world of hairdressing - no charge, spam free!