Behind the Scenes

As dawn broke, the transformation of an abandoned warehouse started to take place. With an ultra modernistic vibe and urban approach the venue came together, providing a cool backdrop to the main event – the show. As the day progressed and the models arrived, backstage became a sight to behold as some of Europe’s most sophisticated talent put their skills into action – cutting, coloring, and above all, creating.

The Talent

The showmanship was led by the award-winning talents of our famous JOICO^® global guest artists – Bert de Zeeuw (The Netherlands), David Murray (Ireland), Ulf Schjerpen (Norway) and Gianni Scumaci (UK), who were supported by the UK JOICO^® Artistic Team.

The Show

And then the drama unfurled… all the essential benefits of J Cut & Color were demonstrated to an approving audience before an exclusive viewing of the stunning JOICO^® Trend Collection – Atlas – was unveiled to huge applause. The unsuspecting crowd then were indulged with one final treat in the guise of STRUCTURE, as amazed eyes soaked up gritty-yet-whimsical looks created with the latest break-through products.

The After Party

Energised by all they’d seen, the animated audience were joined by the models, talent and JOICO^® team where they quaffed bubbles and danced until the early hours.

Photogallery

Photobook

• Experience the creative future of styling & color
• Expand your knowledge learning awe-inspiring skills
• Explore Europe’s latest on-trend destination city

How to get a registration card

Contact your distributor or email us at info@joicoeurope.com if you want to participate in this “not to be missed” event. You can also call us at +31 492 553 999Entry is limited to only 350 lucky people, so places will be allocated on a “first-come, first-served” basis.

“With JOICO^® Smooth Cure,” comments JOICO^® International Creative Director Damien Carney, “there are so many options. You can diffuse the hair, dry it naturally, blow dry and even set or curl it. No matter how the client wants to wear it, her hair is smoother and better conditioned with an incredibly luxurious texture.”

JOICO^® Smooth Cure is ideal for all hair types, from thick and coarse, to fine and frizzy. It’s lightweight enough for the finer textures, yet effective on thicker and curlier textures. The system provides 24-hour high humidity protection and reduces frizz by 79% (when used as a system).

The complete system includes two care products, JOICO^® Smooth Cure Shampoo & Conditioner, one leave-in treatment, JOICO^® Smooth Cure Leave-In Rescue Treatment, and one styler, JOICO^® Smooth Cure Thermal Styling Protectant. When used together, the regimen provides a highly effective and long-lasting solution for unwanted bulk and frizz.

Download press release here

Groundbreaking Technology of JOICO^® K-Pak^® RevitaLuxe

The JOICO^® K-Pak^® RevitaLuxe Restorative Treatment features the new bio-advanced, patent-pending, Keratin Peptide Complex™ from JOICO^® which actually mimics the natural hair repair mechanism that exists deep within the cortex of each hair strand. This complex features bio-mimetic peptides that actively target and rebuild weak, damaged and broken areas on the hair, instantly strengthening and rejuvenating.

Tests on actual salon clients show that after just one use, hair contains four times as many healthy keratin peptides as it did before application; and after three days of use, it contains more than seven times as many peptides.

This means that in addition to repairing existing damage, JOICO^® K-Pak^® RevitaLuxe continues repairing and it stands guard against future damage from chemical, environmental and thermal stressors by creating a “molecular bandage” on the hair surface. It also helps prevent premature color fading and maintains color luster.

Download press release here

Matej Komar, Suzana Ostanek, Sašo Orač in Sašo Dekleva appeard on the stage for JOICO® Slovenia. They introduced 15 models, a breath taking choreography, advanced cutting techniques and hair coloring inspired by the new JOICO® trend collection Smoke and Mirrors. The representative for JOICO® in Slovenia, BOKO d.o.o., did a thorough promotion of JOICO® with a beautiful exhibition space. The response of the Slovenian hairdressers on both the promotion as well as the on the Slovenian JOICO® team was in one word Fantastic!

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In a wonderful setting – Harley Davidson, Zwijndrecht – STRUCTURE was launched to 350 attendees. After presenting the new brand, Steven St. Clayr and Christel Smeets, the Belgium CRE-ARTSTIC team, showed the new products on live models, ending in a magnificent STRUCTURE show.

Curious to see the Belgian launch of STRUCTURE? Then click here to see the pictures and to watch the movie!

Next launch of STRUCTURE -> Sweden, October 28. More news to follow soon…

18 Creative show teams

Creative show teams From England, Australia, Ireland, Russia, Italy, France, Japan and Hungary took to London’s Royal Albert Hall stage to present their individual interpretations of the 2011 Alternative show theme: Illusion. One of the Irish creative teams was JOICO® Guest Artist, David Murray with a full of Phantom of the Opera theatricality, extraordinary avant-garde girls who wore exaggerated costumes and metallic face painted masks.

The Joshua Galvin Award

Dedicated this year to the late, great Honorary President of the Alternative Hair, Joshua Galvin, the event saw the introduction of a new annual initiative – the Joshua Galvin Award – to be presented to someone whose efforts are truly outstanding, someone going the extra mile.

Joshua’s brother Daniel Galvin announced the first recipient of this esteemed award: Dmitry Vinokurov of Russia for his extraordinary efforts working with Russian authorities to ensure the Alternative Hair Show premiered in the country notably at the State Kremlin Palace on 28th September 2011.

“Joshua was a massive supporter of the Alternative and a great inspiration to us all, said Daniel. “He did more than anyone to unite us all as an industry and he’d have been so proud to know there’s now this award in his honour.”

Then it was show time.

“Get ready to see incredible hair, incredible shows and incredible costumes presented by the best artists in the world,”

said Alternative Hair Founder, Tony Rizzo, who also gave profuse thanks to the show’s many manufacturer and media sponsors. Alternative Hair President, Anthony Mascolo had equal praise for the show teams.

“Thank you so much for generously giving your time, money, passion and energy to share your artistry with us all, while raising awesome amounts of money for the charity,” said Anthony.

The 2011/2012 Association Internationale Presse Professionnelle Coiffure (AIPP) Award Winners were also announced at the event. 400 entries from 21 countries were received this year, and the winners were awarded by AIPP President and Estetica Network Publisher, Roberto Pissimiglia.

Alternative’s International Visionary Award

And to compete for the Alternative’s International Visionary Award (which showcases fresh creative talent) 15 models presented a myriad of outstanding avant-garde creations, from huge furballs and exaggerated Mohicans to sleek colourful geometrics and asymmetric towers of hair. First place went to Marco Lamberti, Italy; second place to Bruno Marc Giamettei, UK and third place to Sonia Danaher, Ireland.

Presenting a cheque for £190,600 to Leukemia and Lymphoma Research Chief Executive, Cathy Gilman, closed the evening. “Children’s treatment can last between two and five years, so your help is unbelievably appreciated – all the teams, hairdressers, sponsors, Tony, Anthony – everyone and every single penny is massively appreciated by us all.”

Topics

• JOICO^® J Cut & Color Philosophy
• JOICO^® J Cut & Color looks 1 through 9; cut, color, styling, finishing and refining

Program

Combination of presentations, theory, demonstrations on all cutting, coloring, styling, finishing and refining techniques and practical hands-on experience on mannequinheads all days.

Suitability

• Students with a minimum of 2 to 3 years of hairdressing experience who want to learn more about the principles of cutting and color placement
• Recently qualified stylists as a finishing course or for perfecting their technical skills
• Experienced/senior stylists who want to refresh their knowledge on the principles of cutting and who want to learn more about color placement and foiling
• Speak and understand English