The newest addition to the JOICO® family, K-Pak^® RevitaLuxe Bio-Advanced Restorative Treatment has been shortlisted in the prestigious UK Cosmopolitan Beauty Awards 2012.

The new hair masque, which launched in January this year, contains Keratin Peptide Complex™ which reconstructs the hair structure from the inside out, to transform overly stressed hair making it twice as resistant to breakage. The treatment is currently undergoing rigorous testing by the Cosmopolitan Beauty team. The results will be unveiled in the October issue of the magazine, so keep your eyes posted to see if this hair hero is crowned a winner.

JOICO® K-Pak® RevitaLuxe™ has been designed to actually repair and restore years of damage instantly by reconstructing the hair structure from the inside out.

JOICO® K-Pak® RevitaLuxe™ will transform stressed and damaged strands into luxuriously soft, strong and healthy hair and regular use will quickly and visibly repair even years of hair damage. Not alone will it repair and reconstruct, but by creating a shield or molecular bandage on the hair’s surface it also helps prevent premature color fading. The claims for the product have now been tested by both Irish Tatler and Social & Personal and triumphantly endorsed – as shown by winning the Awards.

The technology behind the product may be complex and state-of-the-art, but the underlying message is simplicity itself: JOICO® K-Pak® RevitaLuxe™ Treatment is the best hair revitalizer and repair product available. On that verdict by the experts and judges from the leading publications in Ireland JOICO® is happy to agree!

JOICO® K-Pak® RevitaLuxe™ is ideal for use as a home treatment with any JOICO® Shampoo and is excellent for all hair types, including dry, damaged and colour-treated.

‘An experience to never forget!’

Click on the album to travel through their Lapland-trip

“We have seen the northern lights from our glass igloo in Lapland and we breathlessly looked at the beautiful starry sky, stood with our snowmobiles on top of the mountain, we skied and snowboarded and drank champagne. How many people can say that?” says Bram, one of the winners of the Christmas contest of JOICO^®.

So in short: yes, we really enjoyed our trip to Lapland and it was definitely a wonderful experience. To never forget! We were more than lucky to win this special prize!”

The contest, in which participants were asked what JOICO^® product they would wish for under the Christmas tree, was won by Bram van der Kroon and Cillian Troisfontaine. From the many submissions received from across Europe JOICO^® draw two lucky winners.

And they were lucky indeed, for the winners were given travel vouchers by JOICO^® General Manager Eric Katers, for a special three-day trip to Lapland with partner! And as spring begins here, Bram and his girlfriend Kik and Cillian and friend Gijs, recently departed to Amsterdam Schiphol Airport, where their flight to a radiant and white paradise in Northern Europe was ready to take off.

The interactive stand showcased the JOICO^® product family including the JOICO^® Vero K-Pak^® Color System, which reconstructs the hair as it colors, and the newest additions to the family; JOICO^® K-Pak^® RevitaLuxe Bio-Advanced Restorative Treatment and JOICO^® Smooth Cure. The stand also included details of education courses and the new Shop-in-Salon programme which educates salons on maximising retail profit.The JOICO^® stand was also host to a series of regular seminars lead by UK Design Team members Ian Davies (Ocean Hairdressing), Kate Cunningham (Stannard and Slingsby), Daniel Granger (Mask), Ryan Nicoletti-Dowd (Wigg) and Gill Berry (Hug8) who all worked alongside JOICO^® Vision Director Europe, Gianni Scumaci.

Guests to the show were also invited to watch Gianni Scumaci and JOICO^® Educator Els Philips present the stunning JOICO^® J Cut and Color techniques on the Pro Hair Creative Stage. The team continued their education with Gianni and JOICO^® Educator Leen Valvekens then presenting the new spring/summer trend collection, Atlas, on the Fellowship for British Hairdressing stage.

Sid Cook, Managing Director of JOICO^® Europe says:

“It’s great to see how the JOICO^® brand has evolved and developed since last year’s show and the feedback we’ve had has been tremendous. Salons have really taken to our interactive and informative approach and it’s been a fantastic way to showcase to the industry how the JOICO^® brand is growing and developing year on year.”

The team will be out in force with their extensive portfolio including JOICO^® Essentials; a prescriptive range of care and styling products which also features their hero JOICO^® K-Pak^® range, and the ground breaking JOICO^® Vero K-Pak^® Color System, which reconstructs the hair as it colors. JOICO^® will also be showcasing their new JOICO^® K-Pak^® RevitaLuxe Bio-Advanced Restorative Treatment and the new four piece JOICO^® Smooth Cure collection which smoothes and de-frizzes hair for up to 72 Hours.

Also, visit the Professional Hairdresser Live Creative Stage on Sunday 1st April between 11am and 12pm, where the JOICO^® UK Design Team will present the new spring/summer trend collection; Atlas. The JOICO^® UK Design Team will also be appearing on The Fellowship for British Hairdressing stage on Monday 2nd April at 3.30pm to 4.00pm to present the new JOICO^® J Cut & Color educational program.

The JOICO^® stand will showcase full details on education and retail courses, including details of the new Shop-in-Salon program which aims to help salons to fully maximise on retail profit, and special Professional Hairdresser Live promotional opportunities for visitors.

JOICO^® Senior Vice President and General Manager Sara Jones notes:

“We are ecstatic at JOICO^® to have earned this honor again. It definitely fills us with a sense of pride to know that stylists have thought so highly about what we’ve produced in this category and for so long.”

Recognized as the ‘People’s Choice’ of the professional salon industry, each year the behindthechair.com Stylist Choice Awards recognize the very best products, artists and companies. The winners are selected by the 500,000 salon pros who monthly visit the site, which is the beauty industry’s largest online community for licensed professionals.

JOICO^® Director of Marketing Europe Gaby Abel reveals,

“We are proud that we have been chosen for the 12th time! We’ve won so many years in a row, but it is so exciting and we are still very nervous each time before the announcement. This award really underlines the unbeatable performance of our JOICO^® K-Pak^® Reconstructor and supports the many positive client reactions we get throughout the year.”

JOICO^® K-Pak^® Deep Penetrating Reconstructor features the highest concentration of the JOICO^® Quadramine Complex™, an exclusive blend of low molecular weight and size proteins that adheres quickly and effectively to ensure maximum protection and reconstruction from the cuticle to the cortex. When used as recommended by a professional, JOICO^® K-Pak^® rebuilds stressed, damaged and chemically-treated hair, fully restoring it to its natural healthy state. It measurably increases hair’s tensile strength; reduces breakage; improves color retention and improves styling responsiveness impacted by chemical, environmental or physical damage.

Read more about Leading role in ‘The Hunger Games’ for JOICO^®.

“The Hunger Games” will premiere on March 23th in the US and opens a week later in Europe.

The movie, based on the books by Suzanne Collins, is well on its way and expected to be the next sensation to follow in the footsteps of Harry Potter and Twilight. The first film in the hugely popular youth novel trilogy can count on a blockbuster-cast with – Academy Award nominated- actors as Jennifer Lawrence, Stanley Tucci, Woody Harrelson, Elizabeth Banks … and JOICO^®.

JOICO^® Guest Artist and Hollywood stylist Cherry Petenbrink was chosen to bring to life the color designs for many of the main characters, and the close to 500 extras, conceptualized by from hair department head, Linda Flowers. They use the powerful, vibrant colors and wide color range of JOICO^® JoiMist Firm Hairspray and Brilliantine Pomade was perfect for the futuristic hairstyles of the film.

“The Hunger Games” is set in a post-apocalyptic future, his mastery of the Lawrence’s character Katniss Everdeen, a teenager from her impoverished “District” in the annual death games in the capital. The modest Katniss needed a dull, pale, brunette tone, which would defy any trace of warmth. Cherry Petenbrink explains that she changed the dimensional level 9 blonde actress in two steps. At first they treated hair with Joico Vero Chrome Demi Permanent Color N6 ¾ + ¼ to G6 and let it act for 20 minutes. Next, you dyed your hair with JOICO^® Vero Chrome ¾ ¼ A5 + N4.

“Jennifer really likes the color,” says Petenbrink. “She still wears it, even though she has finished filming! And she was so happy that I have used JOICO^®. Her hair was damaged from another shoot and she’d got it healthy with the JOICO^® K-Pak^® Reconstructor again. Therefore, she was thrilled that K-Pak^® is included in all hair color products from JOICO^®.”

In contrast to the drab color of Katniss, the citizens of the city described as a sophisticated, stylish and hectic. In collaboration with costume designer Judianna Makovsky and Head of Hair Department Linda Flowers Petenbrink got the job for each of the 500 extras unique color designs in bright and pastel colors to create.

“When you work with these colors it is a great challenge to make them look fantastic and trendy and not like clown,”

says Petenbrink. Here, too, JOICO^® offered with the pure, bright and clear tones such as Vero K-Pak^® Color Intensity solution. Petenbrink is sure to be the color designs have a major impact on future trends, as soon as the movie in the cinemas. (Pay attention to the unique pink color, which she has created for Elizabeth Banks!)

Flowers, who as head of hair department als o worked at blockbusters like “Iron Man 2″ and “The Social Network”, was impressed by the power of the JOICO^® products and the 45 stylists who created the colors for all the extras.

“We have prepared hundreds of beautiful wigs and lace front with JOICO^® hair color.”She adds: “JOICO^® has sponsored us and the products have met all our expectations. When you’re shooting a movie you have to have something on which you can always rely on. The budgets are huge, and therefore making mistakes is not an option. I could really count on these products, so I’m happy to say that the power of JOICO^® is just as good as my actors!”

‘The Hunger Games’ is the first of four planned films. Cherry Petenbrink is proud that they selected her as the color designer to create and shape the look of these movies.

“There was a lot of pressure behind it, creating 500 completely different hairstyles,” she says. “But it was great fun and a creative challenge. Even the audience will see that the colorful hairdo’s, are something that’s never done before!”

Find out what JOICO^® Guest Artist Cherry Petenbrink told ENTV about her work for ‘The Hunger Games’

See some results? Check the trailer of The Hunger Games

Find out about trending topics at JOICO^® in the 8th edition of J-Magazine – Online edition 8! It’s now online and ready to be discovered!

Besides hair, tips & tricks and three revolutionary new product ranges -which should be in every salon- you can also find key looks and colors for this spring. On top of this all we also give you the solution for boring hair… Give it some STRUCTURE!

Check out the latest edition of J-Magazine here!