We took a tour of the JOICO EMEA headquarters in Helmond, in The Netherlands and met the stars of its Artistic Team.
HJ spent a whirlwind 24 hours in The Netherlands with Joico ahead of their 50th anniversary next year. Alongside getting a sneak peek of the top secret launches dropping this summer, we also went ‘speed dating’ with the Joico Europe team to get to know them more…
There are 13 nationalities working from the JOICO EMEA HQ, and the team is truly global. From Vicky Brown, International Business Developer (based in the UK) to Leen Valvekens, International Education and Events (based in Belgium), the headquarters sees the team commuting across numerous borders to meet regularly. We gathered in Eindhoven on the first night of the trip for an intimate dinner that brought together the marketing team, Educators and of course the Joico Ambassadors and Artistic Team members.
The following day we headed to Helmond for the Joico Brand Experience to experience the brand’s true DNA and see the latest innovation and inspiration. The team gave us a demonstration of Joico’s unique Quadrimine Complex by filling a container with different sized balls. This helped bring to life just how the formula works by showing the different molecular weights that fill the gaps in damaged hair. After the science lesson, we lightened things up by going ‘speed dating’ with the team. We loved spending time with Joico International Art Director Bruno Giamettei and Colour Ambassador Dan Spiller, from Marc Antoni salons in Reading, and it was great to chat to people behind the scenes on the social and marketing teams too.
Next, we tried out the new Joico care and BlondeLife colour lines, even getting a bespoke colour from Bona Joerg, Joico’s Blonde Ambassador and winner of its BlondeLife Signature Competition. We saw the cool blonde results of BlondeLife SilverLight Lightening Powder and BlondeLife Demi Gloss truly come to life.Looking ahead to the summer, new launches were teased by the brand including BlondeLife Strong Detangler for fragile /heavily processed hair and BlondeLife Color Enhancing Masques which are launching late summer – they included shades such as Rose Champagne, Silver and Violet. We were then shown teasers of the Joico Cool and Colourful campaign which will be running throughout summer, with the brand’s strategy focusing heavily on edu-tainment.
Joico was born in 1975 in California and created by Steve Stefano, who wanted to hero pioneering keratin technologies in Joico haircare. Nearly fifty years later, the brand has kept true to its word of focusing on the reparative powers keratin but with constant innovation and updates we’re excited what’s to come next.
