HJ Reports: Joining Joico in The Netherlands

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 EMEA team to get to know them better.

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, the Joico Educators and of course the Joico Ambassadors and Artistic Team members.

The following day we headed to Helmond for the Joico Brand Experience to get to the root of the brand’s true DNA and see the latest innovations and inspiration. The team gave us a visual demonstration of Joico’s unique Quadrimine Complex by filling a container with different-sized balls. This helped bring to life how the formula works by showing the different molecular weights that help to 'fill in 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 Giamattei 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 Air Touch Balayage service 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, the brand teased new launches including BlondeLife Strong Detangler for fragile and heavily-processed hair and BlondeLife Color Enhancing Masques, which are launching late summer – they included Rose Champagne, Silver and Violet shades, per fect for retail and at-home use. We were then shown teasers of the Joico Cool and Colour ful campaign which will be going live this year, with the brand’s strategy focusing on edu-tainment to bring their message to life.

Joico was born in 1975 in LA, 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 of keratin, but with constant innovation and updates we’re excited about what’s to come next.