Joico Celebrates 50 Years
Joico is celebrating 50 years of operation with a multi-faceted campaign that honours the long legacy of the brand.
The campaign will include a momentous celebrity partnership with a Hollywood ambassador, a first for the brand, while also presenting education events and shows, social media activations, promos and merchandising. The campaign will be a full scale, 360-degree approach targeted at both stylists and consumers.
“We are celebrating our 50th Anniversary this year,” the brand shared. “What a milestone. For 50 years we’ve been nurturing healthy hair and fostering confidence and “joi” that it brings our customers. We aren’t stopping there, in fact we’re going big. This isn’t just a birthday party, it’s a celebration of our unwavering commitment to healthy hair.”
The brand has created ‘Odes’ to the brand’s professional stylists, celebrating the brand family at the heart of Joico. They’ve also created JOICODES, showcasing short, engaging messages that capture the “joi” and confidence in being a Joico consumer or professional.
“Celebrating 50 years of Joico – redefining healthy hair since forever,” shared Kylie McLeod-Simcock, Marketing Director of Sabre Haircare. “To mark this momentous occasion and embark on a new chapter, we’re excited to continue solidifying our leadership in the professional hair care industry. From education events to social media, our first ever global celebrity partnership to groundbreaking campaigns, we continue to spread the ‘Joi’ of healthy hair everywhere.”
Proudly pioneering keratin technology all the way back in the 1970s, with other innovations such as Bond-Building Argiplex and continued developments from now into the future, the brand is looking forward to the next 50 years of healthy hair with Joico.
For more information visit www.joico.com.au