Online Exclusives

What's New at Joico?

By Melissa Meisel, Associate Editor | November 4, 2011

Record results and new initiatives reviewed at annual meeting.

Joico executives and staff, educators and distributor partners, along with special guests from Tokyo’s Shiseido Professional division and members of the trade press gathered in Las Vegas, recently for the company’s 2011 North American sales and education meeting.During the program, Joico senior vice president and general manager Sara Jones offered a “state of the company” report, presented employee awards that reflected the company’s core values and mission statement and presided over marketing, communications, corporate environmental and education presentations.

“In 2005, we decided, as a company, that we needed to get focused,” said Jones.“We focused on three key programs: hair color, K-PAK and the Joico core line.We have seen tremendous results from those programs, and we will be maintaining our focus moving forward.”
Joico International artistic director Damien Carney and the models.
According to Jones, recent wins in the three focus categories include Joico Vero K-PAK Age Defy and Vero K-PAK X-tra Reds; the J-Color and J-Cut education programs; the new K-PAK Color Therapy range; the K-PAK ReconstRx VaporIron and K-PAK Quadraion PRO-Dryer, the Joico core line restage and the company’s successful partnerships with Joico Vero K-PAK color spokesperson Beth Minardi and Joico celebrity colorist, George Papanikolas.
Green and Clean
Zotos’ chief sustainability officer, Anthony Perdigao outlined the company’s substantial environmental achievements, including appearing on the Top 20 EPA Green Power Partner’s list. But Zotos wants more and its 2013 goals now include reaching 50% recycled content in its packaging; having the largest on-site wind generated renewable energy plan of any manufacturer in the country; using 100% renewable energy to power its manufacturing facility; and a “Million Mile Match” program to be initiated that can result in savings of more than 125,000 gallons of fuel.
Pictured left to right, Ron Krassin, president and CEO of Zotos International; Sara Jones, Joico senior vice president and general manager and Carsten Fischer, corporate executive officer and director of Shiseido.

Perdigao further said that future company goals also include a 25% reduction in water consumption and removal of 90% of contaminants from the waste stream.“We’re not making promises,” he noted “we’re making progress.”
New and Noteworthy
Joico’s marketing and research and development teams have been busy creating innovative new products and formulas and senior director of marketing Candy Gebhart unveiled several exciting launches, including K-PAK RevitaLuxe Bio-Advanced Restorative Treatment featuring Joico’s new bio-advanced, patent-pending Keratin Peptide Complex that actively targets and repairs damage and dehydration to both hair’s cuticle and intercellular matrix, protecting hair from further damage; Joico Smooth Cure, a sulfate-free, formaldehyde-free regimen features the breakthrough KeraShield Complex to safely tame all hair types; Joico Vero K-PAK Base Breaker, anammonia-free formula that lifts virgin color one level in just 10 minutes and Joico Vero K-PAK Age Defy, a professional hair color said to reverse the signs of aging.
In a surprise announcement, Jones revealed that Zotos has entered into an agreement with Beth Minardi Beauty Products.According to Jones, Joico will become the business manager for the line, while Minardi will lead the creative direction and educational efforts, and be actively involved in ongoing product development and testing.Beauty Systems Group will handle distribution.
Finally, the Joico team surprised Joico International artistic director Damien Carney, a triple NAHA nominee, with a special gift to celebrate his nominations.
“We’ve come a long good way with Joico.The restage was an unprecedented success, the brand is becoming stronger and stronger in the US, Europe and Asia and color is coming up rapidly,” said Carsten Fischer, Shiseido corporate executive officer and chief executive officer of the International Business Division,“We have something very special here, thanks to this incredible team of people.”
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