News added 16/01/18: 2018 Healthy Hair Starts with K-Pak – Four-Step Hair Repair System
JOICO K-Pak Hair Repair System repairs damage caused by thermal styling, chemical treatments and environmental aggressors such as sun, wind, dry or humid climates and is perfect for a winter pick-me-up. The high-performance, professional K-Pak products in the K-Pak Four-Step Hair Repair System features JOICO’s exclusive Quadramine Complex which replaces lost amino acids by utilising the proper amino acid composition. The K-Pak Hair Repair System consists of four fabulous steps that together deliver shiny, strong and unbreakable hair. These will fast become your hair’s new BFF’s believe us!
• Step One: K-Pak Clarifying Shampoo – the lightweight formula won’t overwhelm fine hair, yet is rich and nourishing enough to impact thicker strands; even those exposed to chlorine, minerals, and hard water. Simply wet hair thoroughly (a full soak delivers the best results); apply and lather, leaving product on up to five minutes for optimal clarifying results.
• Step Two: K-Pak Cuticle Sealer – this double-action pH neutralizer and cuticle sealer is an acidifier that smoothes and tightens the cuticle, and locks in both curls and colour. The low pH formula reduces hair swelling caused by chemical services, such as tinting, lightening, straightening and perming. It deactivates and removes ammonia and peroxide residues while eliminating perm odors, too.
• Step Three: K-Pak Deep-Penetrating Reconstructor – perfect for hair of any texture, length, or thickness–that’s become damaged, dry, and dull, thanks to relentless exposure to thermal styling tools, chemical processes, or a harsh environment. Apply to damp, towel-dried hair; allow to penetrate for a full five minutes; then rinse. (Tip: Leave on even longer for an added treat – your hair will thank you for it.) You’ll feel the difference before you even pick up your hairdryer.
• Step Four: K-Pak Intense Hydrator – Frizzy, erratic, dry hair that has been zapped of moisture from chemical treatments to the environmental stressors… JOICO K-Pak Intense Hydrator is a must! After shampooing, apply generously to the hair shaft and allow to penetrate for a full five minutes. Rinse and style as usual… and be dazzled but the super-shiny results.
It’s as simple as 1,2,3,4: cleanse, balance, reconstruct and hydrate!
News added 29/09/17: A JOIFUL YEAR OF HEALTHY HAIR COLOUR!
With innovation after colour innovation, and launch after launch Joico has been on flying form in 2017. With every innovation, the brand strives to return hair to its strongest, healthiest and shiniest state – truly fulfilling their tagline ‘the joi of healthy hair’. Vitality, colour and shine promote a radiance (and client confidence!) that cannot be ignored and that is what Joico are focused on achieving for every head of hair. Love it! So let’s take a little look at what the brand has been up to to promote healthy, joi-ful hair this year:
• The first major launch of the year was the pioneering Blonde Life, a four-product strong lightening and brightening range that offered 9+ levels of fast-acting lift which simultaneously strengthens and nourishes hair. Then came the addition of the Blonde Life Brightening Veil – a multi-tasking, leave-in wonder that hydrates and strengthens, whilst acting as a protectant again thermal, environmental and UV damage. Nice!
• The Color Intensity line from Joico is perennially popular and thanks to the trend-led shade additions of the past year, continues to be a best-seller! A Metallic Muse collection introduced five new luxe shades: Moonstone, Violet, Bronze, Mauve Quartz and Pewter. Then noting a shift toward bold, bright colours, Joico introduced Kelly Green and True Blue to take the Color Intensity range to a total of 31 intermixable, semi-permeant shades. Wowza!
• A festival favourite, Joico’s InstaTints are seen everywhere from June-September when consumers worldwide are looking to change up their look – with zero commitment. Five new colours were introduced: Hot Pink, Ruby Red, Purple, Periwinkle and Titanium to join the original offering. And as the metallic trend showed no sign of slowing down, Joico introduced the Cosmic collection trio: Rose Gold, Violet Opal and Amethyst taking the range to 13 fashion-inspired shades to love and layer.
• The LumiShine range has also expanded in 2017 with a new line for Demi-Permanent Liquid Colors and the addition of a Natural Red-Gold series to the brands Repair+ Permenant Creme Color line.
• New in the Vero K-Pack offering is the Color Age Defy Platinum Ash shades which freezes out brassiness, providing great coverage; a softer, more manageable hair texture; renewed lustre and vibrancy as well as conditioning elements. It’s a real hair win, especially due to the on-trend grey-blue platinum base.
• The newest and perhaps most exciting launch from Joico – the cherry on the cake – from what has been an exceptionally JOIful year of healthy hair colour is the new Color Butters. Why are they so special? Well, they are a rich-yet-weightless treatment that gives a pop of temporary colour with intense conditioning benefits that can reduce breakage by up to 44%. Plus, the colours are pretty cute too: Green, Blue, Titanium, Purple, Red and Pink.
News added 15/09/17: Casey Coleman, a member of the Joico European Design Team, has recently won The Visionary award at the prestigious It List 2017 awards in London.
The It List has just six categories and was launched by Creative HEAD in 2009 to recognise the best emerging talent in the UK hairdressing industry.
The Visionary award applauds a stylist or salon technician who is seen to be pushing creative boundaries, and couldn’t have been a better award for Casey to win! Judges including make-up artist Lan Nguyen-Grealis and session stylist Liam Curran were impressed by Casey’s photographic collection entry which was inspired by club legend Lee Bowery and designer Alexander McQueen saying that it was ‘full of fun, inspirational ideas that showcased a huge amount of technical skills’.
As part of Casey’s prize, he will now receive a day’s mentoring with session stylist and global ghd brand ambassador Adam Reed.
Casey said: “It’s amazing to win this award, and I have to thank the incredible team at Ocean Hairdressing – especially Ian Davies who has been a constant support to me and I would not be here today if it was not for him and the team.”
Huge congratulations Casey on a very deserved award. Proof that his mantra ‘eat, sleep, hair, repeat’ really does work!
News added 07/09/17: As Autumn rolls around, we’ve seen a seasonal shift occur from the pretty pastel shades of the festival season into warmer, richer colours. Joico have noticed it too, and are bang on trend as they launch their sunset-inspired LumiShine Natural Red-Gold series to coincide with this shift. These super flattering shades easily cover greys and provide long-lasting, luminous results that your clients will love. Featuring the brands patented Argiplex technology, these new LumiShine shades leave the hair restrengthened and super shiny. Oh the joi of healthy hair!
For more information on LumiShine CLICK HERE:
* These shades are unsuitable for use on pre-lightened hair, or hair than is more than two levels about the client’s starting level.
News added 30/08/17: Introducing the two new additions to Joico’s perennially popular Color Intensity range: Kelly Green and True Blue. Inspired by Pantone’s “Greenery” (voted their colour of 2017 earlier this year) the new Kelly Green is a lush, clover-green shade that is sure to be a hit with clients looking for the covetable “mermaid” trend. The other addition, True Blue is bright blue with gorgeous depth, and joins the now 27-shade strong Color Intensity line. All shades are intermixable and semi-permeant, providing show-stopping colour with improved staying power which ensures vivid colour results for up to 20 shampoos. Wowza! It’s no wonder they’re a hit with clients around the Globe. PLUS, they have the ability to reconstruct the hair while colouring thanks to Joico’s exclusive K-Pak Quadramine Complex, which guarantees healthier-looking hair after every colour service. Yippee! And then, they’ve gone one step further and included ultra-nourishing Kukui Nut Oil to condition and provide dazzling shine. They’re launching in September, so what are you waiting for?
News added 21/08/17: We’re very excited to hear of Joico’s latest colour offering… brand NEW Color Butters!
Available in six colours (Green, Blue, Titanium, Purple, Red and Pink), Color Butters are a semi-permeant way to up your colour anti by adding a vibrant colour pop or they can be used as a refresher to faded colour. Lasting up to 10 washes, these are a brilliant way to encourage your clients to have fun with their hair colour in a commitment-free way. And the positives don’t stop there… Color Butters also strengthen weak, pre-lightened hair, restoring vital moisture levels that leave hair frizz-free and more responsive to styling – another factor that your clients will love! We’re big fans of these tubs that fuse fashion with fun and suggest you give them a go…
News added 15/08/17: Want to look like you’ve spent the summer in Ipanema? Then listen up, Joico celebrity colourist and Denis de Souza is here to show you how to create this gorgeous surfside blonde look, achievable on any hair type with with Lumishine and Joico lighteners… It’s sexy and carefree, and we love it! #LiveTheBlondeLife.
News added 02/08/17: SHAKE up your routine with Joico’s latest launches…
In 2015, Joico launched Hair Shake – a revolutionary dry styling product for a gorgeously textured finish. Proving hugely popular, the brand have added two more shakes to the family: Beach Shake for medium to thick hair and Body Shake for fine to medium hair and we couldn’t be more excited! We know they are going to be a instant hit, so let’s get you up to speed on the benefits of these beauties:
• BEACH SHAKE is a tactile, fact-drying Aerosol to achieve tousled waves for medium to thick hair.
Key ingredients? Coconut and Sunflower seed oils combine with shampoo-solvable Beeswax and flexible resins.
Texture results? Beachy texture with a satin finish, separation and a modern lived-in look.
Finish? Quick drying, natural satin finish.
Creates sexy separation without the use of harsh and drying salts. Rich coconut and sunflower seed oils keep thick and coarse hair hydrated while silky smooth beeswax carves out that beach texture for a modern, beach-glam look.
• BODY SHAKE is a fine, dry Aerosol to achieve plush volume for fine to medium hair.
Key ingredients? Aluminium starch, crystal clear resins and lightweight conditioners.
Texture results? Dry to the touch, thick and plush finish with very light, touchable hold.
Finish? Flash dry on contact, matte finish.
Body and volume without a stiff, tacky finish. Uses Aluminium starch and light, crystal clear resins to create fullness with fluid movement giving the illusion of naturally thicker hair with an abundance of body.
What could be simpler? Simply shake, shake, shake and go! We think Joico has really hit the nail on the head with these two, and you’ll see a really promising take up from clients too.
News added 26/07/17: Announced as a finalist for the British Hairdressing Awards Wales and South West 2017 category and Most Wanted Awards It List Visionary category, Casey Coleman is having a year to remember. As salon director at Ocean Hairdressing and a member of the Joico European design team too, we caught up with him to ask how he got to where he is now…
What drew you to the hairdressing industry? I initially studied fashion design, but I got drawn to the hairdressing industry whilst finishing my A levels. After working for a year at a salon, I got told ‘I’d never be a hairdresser’ by my boss and got the boot. Despite working elsewhere for a year I realised hairdressing was my calling and I enrolled in college at 19, studying up to NVQ Level 3 before landing myself a job. I realized there was so much opportunity outside the salon as a stylist, too; the excitement of session work, competitions, shows and seminars have gripped me ever since.
How did you hear about and get involved with JOICO? I use JOICO at Ocean Hairdressing, so I was always aware of the brand. But when I went to Holland for an educational course, the JOICO head of colour education asked if I would be interested in going back for an interview to be a part of a new “colour specialist” team. Naturally, I jumped at the chance and nearly 2 years later I’ve been to places across the world – educating and inspiring – that I never would have dreamed of!
What do you think JOICO offers that other colour brands don’t? JOICO is the only brand that allows colourists to be true mixologists. We now have Lumishine (pre-blended) which 95% of the market also has, but the Vero K-Pak colour range only covers 5% of the market. It gives stylists the full creative freedom to come up with true colour cocktails, instead of using already pre-blended colours together. The true tone colours allow you to be super specific when coming up with new mixtures, too. JOICO also has a patented technology called the Quadramine complex – this technology covers all of the amino acids your hair requires in every single molecular weight and size, so any JOICO product can repair the hair to its fullest, allowing prescriptive hair care for everyone… with no imitation being able to compete.
Have you got a hero product from either styling, colour or care? For styling hair, I have the JOICO Humidity Blocker Finishing Spray. I travel everywhere with it. It’s a go-to product for reducing frizz, protecting against heat, adding a small amount of hold or creating an impeccable shine.
For colour, JOICO Color Intensities are second to none – their staying power still surprises me. I get clients who I have coloured 6 weeks ago and the tones are still really vibrant. The range of colours to choose from and intermix is also really fun!
For care, the JOICO K-Pak 4 Step Hair Repair System is unbeatable. I’ve never witnessed hair that is damaged, brittle and lifeless regain its life after an intense session of treatments as well as I have with the Hair Repair System.
What’s next for you Casey?
I’m definitely going to concentrate on putting together my own educational programme within the UK as well as continuing education for JOICO across Europe. I’ve found my love for education so I want to take full advantage and share it with as many people as possible.
Finally, if you hadn’t been a hairdresser, what do you think you’d be doing now?
That’s easy… I’d be doing hair. There isn’t anything else I’d be doing. If I couldn’t do hair, I’d be jobless! I love the industry too much, I can’t even imagine doing anything else.
News added 11/07/17: Based at Kim Vo’s celebrity salon in Beverley Hills, Zoe Carpenter is a Joico guest artist and passionate colourist. A brilliant educator, and an advocate of all things Joico, Zoe explains why she loves living the Blonde Life and how Joico’s new new lightening and brightening range has revolutionised her work. Watch the video below to see how she creates this glamorous yet cool, champagne blonde:
News added 06/07/17: Joico introduces their new Blonde Life Brightening Veil! For a brand that is synomous with promoting healthy hair, Joico’s Blonde Life range has been hugely successful for it’s gentle lightening and brighting of blondes and we’re thrilled to see that the line is growing… Packing a real punch, this multi-tasking Brightening Veil boasts a number of benefits for keeping blondes bright and beautiful, including:
• Protection against UVA/UVB damaging rays
• Protection against thermal styling up to 232C
• Hair is soft to the touch after use
• Keeps blondes bright
• Instantly boosts shine
• Reduces frizz
• Improves elasticity
• Hydrates and strengths hair.
Impressive, huh? We think so and there’s more… like all the products in the Blonde Life range, the veil contains nourishing natural oils that work with hair protecting formulas to keep hair gorgeously healthy. UV protection is especially important for blondes who have a lack of melanin in their hair, which makes them significantly more vulnerable to UVA/UVB damage. The UV absorbers in the veil, guards hair from damage whilst simultaneously protecting the colour and tone. Nice!
News added 22/06/17: Joico are on FIRE this month! We’ve just heard word that the brand scooped three awards at the prestigious, hairdresser-voted annual Stylist Choice Awards in the US. With wins in both colour and condition categories, the Joico brand should be extremely proud – we urge you to share this with your clients, too. A round of applause for these hair heavyweights, please:
• Favourite Pastel Color Line: Color Intensity Confetti Collection
• Favourite New Treatment: K-Pak Color Therapy Luster Lock
• Favourite Mask/Deep Treatment: K-Pak Deep-Penetrating Reconstructor
News added 16/06/17: Summer’s finally here, and we’re looking across the pond for some guidance from Joico celebrity colourist, Denis de Souza about how to get that sought-after Californian blonde. Watch as Denis uses the ‘foilyage’ technique and Joico’s new Blonde Life Lightening Powder ( so hair can be lifted safely and in record time) to create this La La Land Blonde:
News added 08/06/17: Yikes! It is just us, or has Joico been on a serious innovation role recently? Earlier this year, they gave us the lifting and lightening BlondeLife range and now they’re back with this gorgeous collection of LumiShine Demi-Permeant Liquid Colors.
With 11 shades to choose from, they’re super versatile and can be used as colour refreshers, a grey-blender, a toner, or simply to add a high-gloss finish. We think they’re a real hair win!
Plus, there’s more… Joico’s patented ArgiPlex technology which can be found in the full LumiShine hair colour range has some serious benefits:
• Leaves hair with up to twice the shine (compared to untreated hair)
• Hair is 100% replenished and restrengthened (based on laboratory testing of damaged hair)
The three complexes that make up ArgiPlex are: Arginine Replacement System, Patented Conditioning Complex and Quadramine Complex, which combine to repair hair damage and lock in superb colour, vibrancy and shine.
CLICK HERE to learn more about LumiShine; or simply sit back, and check out the video below:
News added 02/06/17: Casey Coleman and Daniela Engstrom caused quite a storm in the Colour SHair demo area at our Colour World event at the end of May. Colourists had slots of two hours in the Colour SHair demo area to complete the full colour process from start to finish – including backwashes and styling! Casey and Daniela showcased Joico’s much-loved InstaTints, proving to the gathering crowd just how versatile they are!
Casey says: “As a creative addict, I am always looking for something new to excite me and improve the way I work. I also always try to keep a sense of taste, avoiding tacky or distasteful finishes. But when you’re met with something like InstaTints from JOICO, creativity is at a maximum! Regardless of whether you’re a professional or a client, the possibilities of creating temporary colourful hair with InstaTints are endless. Whether you want to add a pop of vibrancy to your everyday hair, catch attention with uber cool festival hair, create a super edgy look for a photoshoot or just add a hint of your favourite colour, InstaTints from JOICO are easy to use, stain free (even on blonde hair) and are sure to cause a fuss over transforming your hair from bland to chic! For me, I don’t go to any creative project without the full selection of InstaTint sprays”.
InstaTint sprays are available in ten fantastic colours: Titanium, Ruby Red, Periwinkle, Light Purple, Hot Pink, Fiery Coral, Mermaid Blue, Orchid, Pink and Sapphire Blue. Watch the video below for more top InstaTint tips… #HairJoi
News added 11/05/17: We are delighted to be featuring Joico Creative Artist and member of the Joico European Color Design Team, Casey Coleman this week.
When he’s not jetting off to represent Joico in Europe, Casey runs a busy column at Ocean Hairdressing in Wales, where he is also salon director. His hair career began in the world of session-styling, but his love of education brought him back into the salon environment and he is now head of colour education at Ocean, too. Colouring is Casey’s passion, and he is well renowned in the industry for his freehand colour skills and innovative techniques. Curious? Meet him in our short video below:
You can see Casey in action at Colour World on the 21st and 22nd May, representing Joico in the ColourSHair demo area with Joico team member, Daniel Engstrom. Casey will have two hours to complete a full colour process from application to backwash to the final style – and with no backstage, there’s nowhere to hide! We’re super excited to see what the colour whiz will create on the day, click here to find out who else you can see at Colour World UK : https://colourworlduk.com #CWUK17
News added 27/04/17: It’s been a busy year for Denis de Souza with the launch of JOICO LumiShine at the beginning of 2016, followed by the JOICO LumiShine Blue Ash series towards the end of 2016 with a whole lot of travelling in between. Having just completed a European tour to launch JOICO Blonde Life, we caught him between flights to find out what is so special about this new Joico range…
• People have been lightening hair for many years – what’s so special about Blonde Life?
JOICO Blonde Life is so special because of the healthy hair aspect: the Blonde Life Lightening Powder lifts up +9 levels of lift (in just one go!) and after lifting the hair still look and feel incredibly healthy! This is because of the technology JOICO uses Arginine, for maximum conditioning benefits keeping the hair in the healthiest condition. This same technology is also used in the Blonde Life care products (which includes a shampoo, conditioner and masque) and is an absolute must to have for home care maintenance. Hair will stay healthy and on-tone when using Blonde Life products – and that is what everybody wants!
• We hear it can lift hair up to nine shades and still maintain the hairs condition – is that true?
It’s absolutely amazing! And also it’s a very fast lightener, which is a big benefit for consumers nowadays when looking at everyone’s busy time schedule…
• They say blondes have more fun – who are your favourite celebrity blondes?
I just turned Ashlee Simpson into a platinum blonde and I LOVE her look right now, she rocks it! Brie Larson is my natural sun-kissed blonde and looks stunning.
• You are renowned for your beautifully toned techniques such as Ronze and Sombre, when using Blonde Life which techniques do you tend to focus on?
I tend to focus on the Foilayage, which is Balayage but with foils to have more control. When colouring someone’s hair I want it to look natural and enhancing the beauty of a person instead of radically changing the colour of the hair.
• What blonde techniques are clients asking for in your salon, Mare?
There’s definitely a platinum come back. Another colorist at my salon just dyed Cara Delevingne ‘s hair platinum and I feel like between Cara and Ashlee we started a good trend and JOICO Blonde Life arrived right on time!
• Having a care range that compliments Blonde Life Lightening Powder is a tremendous asset. What benefits have you found when clients use Blonde Life Brightening Shampoo, Conditioner and Masque after having a Blonde Life lightening treatment?
Well, first of all the JOICO Blonde Life care products keep the colour alive, meaning that their new blonde colour will last, without fading or changing to another tone. The hair won’t become green, but will stay beautifully blonde. Plus, as the care products contain Arginine and Bio-Advanced Peptide Complex™, keeps the hair healthy, bouncy and full of shine.
News added 07/04/17: HairJoi! We’re thrilled to see Joico has taken heed of the trends emerging across the pond and brough the Joico Color Intensity Metallic Muse collection to the UK. Comprising of five new shades: Moonstone, Violet, Bronze, Pewter and Mauve Quartz, which join 20 other shades in the hugely popular semi-permenant range. All 25 shades are intermixable, and can be applied straight from the tube or mixed to give colourists complete control. The highly-pigmented formulas can stay in the hair for up to 15 washes – but depend on the condition, porosity and starting level of the hair. Like all Joico products, this intense color collection reconstructs as it colors, thanks to the exclusive Quadramine Complex to reveal shiny, healthy hair. The shades also contain Kukui Nut Oil which leaves hair gorgeously conditioned and amps up the shine. Push your boundaries and give them a go!
JOICO Creative Artist and JOICO European Color Design Team Member; Casey Coleman says: “The Metallic Muse collection as well as the entire JOICO Color Intensity range is second to none! With incredible conditioning qualities, long lasting colour and a massive choice of shades, JOICO Color Intensity colours cater for the outrageous and the understated!”
News added 29/03/17: Coachella is less than one month away, so it’s time to talk festival hair! At every festival around the world we see braids and buns galore and plenty of glitter too (especially along the roots) but not so much colour – why not?
With Joico Instatints, you can get that instant colour pop with zero commitment – they wash right out after three days in a single shampoo! Using temporary pigments means there’s no commitment or damage to pre-existing hair colour either. Just spray and go…
With five new shades: Hot Pink, Ruby Red, Light Purple, Periwinkle and Titanium joining the existing InstaTint shades of Fiery Coral, Sapphire Blue, Orchid, Pink and Mermaid – there really is a colour for everyone. These beauties were a huge hit on the festival scene last year, and this year we predict even bigger things as the word gets out. Pass it on! But remember, you heard it here first…
News added 21/03/17: Introducing Salon I-Deas III from Joico…
These new, salon-friendly workshops from Joico teach cutting and colouring techniques that are both extremely wearable and practical for your clients. Designed to help the stylist unleash their inner artist, the workshops highlight how important it is to remain focused upon the client in their chair too. Every stylist will recognise the most common client complaint – that their hair looked fab when they left the salon but they were unable to recreate the results at home. Sound like a familiar problem? Then allow Joico to rescue you as this is exactly what Salon I-Deas has been created to combat. Keeping the cut or colour in-keeping with your clients lifestyle, hair type, face shape, personality, budget and daily routine is invaluable and the best way to build loyalty and keep clients coming back for more! For more information about Salon I-Deas, visit: www.joicoeurope.com
News added 08/03/17: The new Blonde Life lightening and brightening range from Joico will give your clients the healthy and head-turning hair of their dreams! The new line is formulated with cutting-edge Arginine and an exotic blend of Monoi and Tamanu oils– to banish the challenges of brassiness, off-tones, fading, and damage that blondes face on a daily basis. Watch Denis de Souza, Joico’s celebrity colourist and spokesperson, show you how to create his ‘city chic‘ blonde in this sleek step-by-step:
News added 01/03/17: We’ve got the scoop – hot off the press – from Joico, who are launching their new Blonde Life range today! With 46% of women globally who colour their hair going blonde, it’s a market that can’t be ignored. Going blonde is a high-maintenance commitment, and one that can be really tough on hair. But that’s where Joico comes in… Blonde Life is a lightening and brightening system that keeps colour lifted and maintains shine and condition, too. Could this be the ultimate hair care dream? Watch the teaser trailer below and keep your eyes peeled for more exciting product news coming soon… #LiveTheBlondeLife
News added 09/02/17: We’re going to be hearing lots from Joico this year as the brand reveals big plans for 2017. First announcement to get us interested is that Vivienne Mackinder – a Brit in New York and erstwhile artistic director at Sassoon, then creative director at Trevor Sorbie – is joining as a guest artistic director. A great educator and fiercely proud of keeping hight standards in the industry, Vivienne says “ buckle your seatbelts, we are going for a joy ride!”
News added 08/07/16: Celebrity colourist and Joico spokesperson, Denis de Souza has opened his first salon, Mare, in Los Angeles with partners Mara Roszak and Alex Pollio. Mare has been described by Denis as a beauty oasis where client pampering and experience is as important as creating beautiful hair. The aesthetic certainly promotes tranquility with simplistic modern fittings, lots of natural light and an open Scandinavian feel. We can see why this would be the perfect retreat from the bright lights and bustle of LA streets… Good luck Denis!
News added 27/06/16: We caught up with Paul Norton, Joico celebrity hairstylist and spokesperson, on a recent trip to the UK to find out what makes the man tick and what he loves so much about Joico. Paul is based in The Sally Hershberger Salon in West Hollwood California.
When did you get involved with JOICO?
I’ve been involved with JOICO for several years now, however exclusively for a year and half or so. Prior to me signing with them I certainly had a tremendous amount of support and appreciation from the JOICO family regarding my red carpet and photo shoot work. I knew from the very first time I did a job using the JOICO line that they were a company made up of humans, not just a corporation. The feeling of total support was by far more evident than ever before, which is why I began to desire a more substantial relationship with them. The relationship has been one of mutual respect and it’s something I appreciate tremendously.
What drew you to the brand and what do you like most about it?
Like most relationships, the beginning seemed random yet I was very excited a brand of that caliber wanted to work with me. After working around them for several years I came to realize that their philosophy regarding joy aka “JOI” is not just a catchy hashtag or marketing strategy rather it is the initial jumping off point from which each and every product, photo and video is birthed. In a world where hurdles seem as common as high points; Joico knows that hair and hair styling should remain as joyful as it possibly can.
What’s your go-to product?
My favorite JOICO product by far is Hair Shake. I actually signed on with JOICO officially just prior to the launch of Hair Shake and was honored to be one of the first people in the company to use it on my clients. I first used it on Robin Wright at the Golden Globes and in my opinion there couldn’t have been a better person to display the textured results than her. I feel very close to it given the responsibility I was handed upon launching it so you can imagine how thrilled I was that it actually performed as well as I had claimed it did!
What advice do you give to aspiring stylists?
The advice I give anyone on their way up is to set goals.
It sounds simple, but I’m always surprised at how many people don’t actually know what they want to achieve. I say, set a goal, write it down, and then write down the first, second, third, etc. steps to achieve it. Visualize the goal any chance you can and be assured it will happen. Another key piece of advice I give to new stylist is be NICE! Everyone loves a nice person and it takes just as much energy to be nice as it does to be nasty and we all know you meet the same people going up as you do going down. It’s how you’ve treated them that will make the difference in how you are received…God forbid you have a decline in your career – I’ve had my fair share!
What do you think the next big hair trend is going to be?
I never have been too big on the word trend. Mind you, I realize its relevance in our industry. Personally, I feel more comfortable sticking with what’s classic. Healthy hair is something that is always on trend in my opinion. Summer will come and go, soon fall/winter will be ushering us into award season – I envision simple beautiful red carpet styles that are effortless and easily achieved, more undone and raw showing off the health of one’s hair.
What has been your highlight?
I’ve had many highlights so far in my career, from working with celebs such as Gina Rodriguez and Robin Wright to Taylor Swift and Ariana Grande, as well as being the face of 2 major global beauty brands, leading shows for fashion week among countless red carpet and photo shoot moments. It’s hard to narrow down even a few highlights but I’d say what’s thrilled me the most so far is my focus on acquiring a great variety of work. I continue working on things that are seemingly uncommon to most hairstylist and that’s how I like it, all while staying true to the values with which I began this journey. My focus and values lie with my clients in the salon and anything in between. Being an artist is amazing in my opinion and when I had connected the dots to getting paid for doing what I love as well as receiving respect for it – it was at that moment that my highlight reel began rolling!
What’s next for you?
My next venture will be my own salon; I haven’t mentioned it to too many people but I’m looking to create a home where artists like myself can gather to create beautiful work, which will empower any and all who set foot in our space. It’s what I’ve wanted since I was 13 years old and now’s the time to begin this journey.
News added 08/06/16: New Color Intensity shades from Joico
The hugely popular Color Intensity range has just received five new shades inspired by the sea in the new Mermaid Collection. New mermaid inspired shades include Hot Pink; Soft Pink; Mermaid Blue; Fiery Coral and Black Pearl which join the now 19-strong Color Intensity roster. The intermixable, semi-permenant shades are ideal for giving the user complete colour control with the help of the Clear Mixer, an essential product in the range. The colour vibrancy lasts up to 15 shampoos and like all Joico products, the Intense Color collection reconstructs as it colours using exclusive Quadramine Complex™ for shiny, healthy hair. #TheJoiOfHealthyHair
For more information about the other shades in the range, visit: www.joicoeurope.com