JOICO is celebrating an incredible milestone – 50 years of healthy hair innovations. Poised for an ultimate season of celebration, the brand is excited to announce actress, singer and entrepreneur, Kate Hudson has joined the brand as its Global Celebrity Spokesperson.
Building on a trusted heritage in salons, the healthy hair brand is now bringing that same salon-quality experience direct to consumers through multiple channels, making luxury haircare accessible and personal. With its 50-year history of creating haircare that delivers real results, the campaign with Kate Hudson will highlight ‘Redefining healthy hair. Since forever.’
The brand’s campaign and partnership with Kate will last through the end of the first quarter of 2026. Kate will be prominently featured throughout advertising for the brand in all digital mediums including social media globally, and in print and in-store advertising and merchandising for the brand’s global markets.
The creative concept for the campaign, filmed on location in Southern California with the actress, capitalises on her innate playfulness. This concept – ‘joi lessons with Kate Hudson’ – is the brand’s take on “finding joi” while staying authentic and delivering an easy-going-chic. The campaign will show a glimpse into Kate’s world and how she finds “joi”.
The campaign will place the legacy brand front and centre for many at-home consumers, while speaking to the professional hairdresser community and continuing its support and engagement with its primary audience.
From new product launches to hero products, both the campaign and the partnership with Kate will have something to offer all those both new and old to the joi of healthy hair.
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