The newest product additions to the JOICO range took precedence, including the Power Series which features Power Whip, Power Spray, and Power Gel. The new trio features AquaLastik™ technology to give style memory and hold. Other products which made an impact include the new Instant Refresh dry shampoo and Flex Control hair texturizer.

Sid Cook, Managing Director of JOICO Europe says “it’s great to see how the JOICO brand has evolved over the years, and to give the public a taster of what JOICO has to offer. Salons have really taken to our informative approach and the brands relaunch has definitely been a hit with visitors of the show.”

For more information please visit www.prohairlive.co.uk

Director of JOICO Hungary, László Gajdos, officially opened the event and welcomed each and every attendee, after which he had the pleasure to announce the winners of the awards for “salon of the year”, “best reseller” and “renewable salon of the year” and he introduced his 6 new team members to the public.

After this official welcome Irina Kuzina, Business Developer for Joico Zotos Europe, revealed the new JOICO TURN HEADS philosophy and she presented the European Design Team and technical team, who constantly train and inspire people on new techniques and trends.

The official launch in Hungary ended with a live demonstration of the new products, by Szikriszt József, artist director of JOICO Hungary, where after JOICO Hungary and its partners toasted on the future and an unforgettable evening!

Key speakers during the launch were Irina Kuzina, Business Developer Joico Zotos Europe, and Lore Janssens, Educator Joico Zotos Europe, who worked in close cooperation with the JOICO Romanian Team, consisting out of Cristian Scutarum National Trainer JOICO, and JOICO ambassadors Monica Nemesu, Toni Stoenescu and Adrian Perjovsky. The launch event was presented by Cosmina Pasarin.

All VIP’s of the Romanian showbiz world, beauty editors and – last but not least – all specialists in hair styling attended this launch event.

12►

Walking on a red carpet in the spacious hall, all attendees were accompanied to the “TURN HEADS corner” for a picture, from which they were taken upstairs to the magnificient TURN HEADS reception room where bubbles were waiting to toast on the new JOICO.

The first session started with a duo presentation by Miranda van Rossem, Marketing Manager JOICO Belgium, and Katelijne van den Broeck, Education Manager JOICO Belgium, who carried away the attendees with their HEADS TURNING Marketing and Education. The presentation was followed by a JOICO image show of Steff Vranckx & team. The guests were spoiled with a second show of Steven St. Clayr and Redgy Desmit, who presented a reflection of “TRANSFORMING HAIR, TRANSFORMING PEOPLE”. Both shows received a more than well-deserved loud applause – absolutely stunning and gorgeous!

The complete event was alternated with a 4-course dinner and all guests returned home “TURN HEADS”. The Belgian launch of JOICO. TURN HEADS can only be called a huge success!!!

Livl Czech Republic wants to specially thank Business Developer Irina Kuzina from Joico Zotos Europe for her collaboration and excellent presentation as well as the complete Livl team, who organized the whole event.

Spread over 4 shows in 4 different locations, over 1.000 Dutch hairdressers witnessed an impressive introduction of the new JOICO. JOICO Education Manager Hanny Verbruggen and her team revealed in an innovative and interactive way all the ins and outs of the new JOICO Essentials.

On an Oprah Winfrey-like manner, Hanny Verbruggen was the hostess of the evening. She interviewed the four JOICO Educators Diane Augustinus, Roelie Brand, Bianca de Man and Sandra Westerdijk about a specific JOICO Essentials category. In this way, they told the story of JOICO. TURN HEADS.

The JOICO Education Team clarified the new JOICO technologies in a special manner. A vase filled with large and small balls visualized the addition of molecular weights. In addition, the Bio-Advanced Peptide Complex™ was explained by plastic building blocks. According to the enthusiastic audience, the message was loud and clear.

During the break, the guests shared their experiences about the new JOICO while enjoying a snack and beverage. The presentation ended with a show. Three different models were transformed with the new JOICO Style & Finish products. This proved that the quality and performance of JOICO products are still extraordinary.

JOICO enables stylists to transform people, turning even the most difficult hair into hair that is extraordinary, shiny, healthy and beautiful, styled perfectly. JOICO enables stylists and consumers to make heads turn.

JOICO. TURN HEADS.

“I am delighted to prove my craft and the craft of my team once again during this renowned event. The Deutsche Filmpreis (German Film Price) if the most important event in the German film industry and it’s an honor to make sure that the nominees will look gorgeous because of their stunning and creative hairstyles.” – Max Höhn, hair and make-up artist, JOICO Ambassador and salon owner MAX HÖHN in Berlin.

For more information please visit:
www.deutscher-filmpreis.de
www.maxhoehn.de

JOICO will TURN HEADS this March as we will showcase our newly relaunched and reformulated products and treatments at Professional Hairdresser Live on Sunday 24th and Monday 25th March at Manchester Central, on stand D4.

Our team will be out in force with our extensive portfolio of hair care and styling products, which now features the ground-breaking Bio-Advanced Peptide Complex™, a new technological breakthrough which replicates the DNA of healthy human hair to rebuild the protein structure and provide the ultimate in repair for weakened and distressed tresses.

The Style and Finish range also features some new additions including the Power Series range Power Whip, Power Spray, and Power Gel which features new AquaLastik™ technology to give style memory and hold, plus the new Instant Refresh dry shampoo and Flex Control hair texturizer. Make sure you visit stand D4 to view the newest accompaniments to the JOICO range!

www.prohairlive.co.uk