Joico is marking a major milestone – 50 incredible years of delivering healthy hair innovations that have made a significant impact on the lives of hair enthusiasts worldwide. As part of this grand celebration, Joico is thrilled to announce that actress, singer and entrepreneur, Kate Hudson, has joined the brand as its Global Celebrity Spokesperson.
With a rich heritage in salons, Joico is now taking its expertise directly to consumers through multiple channels, making luxury hair care more accessible and personal than ever. The brand’s commitment to delivering real results spans five decades, and its new campaign with Hudson will focus on “Redefining healthy hair. Since forever.”
The exciting collaboration between Joico and Hudson will kick off in February 2025 and run through the end of the first quarter of 2026. Throughout this period, Hudson will be prominently featured in Joico’s advertising campaigns, including social media, print, and in-store promotional materials, spanning the brand’s global markets.
The creative concept for the campaign, filmed on location in Southern California with Hudson capitalizes on her innate playfulness. This concept, “joi lessons with Kate Hudson,” is the brand’s take on “finding joi” while staying authentic and delivering an easygoing-chic. The campaign will show a glimpse into Hudson’s world and how she finds “joi.”
The campaign will place the legacy brand front and center for many at-home consumers, while speaking to the professional hairdresser community and continuing its support and engagement with its primary audience.
From new product launches to hero products, both the campaign and the partnership with Hudson will have something to offer all those both new and old to the joi of healthy hair.
Find your joi at joico.com and follow Joico throughout its social media channels for all things Joico + Kate Hudson.
For more information on the colour world of JOICO, click HERE.
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