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Brings the ‘joi’ back to hair care.
July 28, 2015
By: Melissa Meisel
Joico is celebrating its beautiful roots with the new brand campaign, “The Joi of Healthy Hair.” According to the company, healthy hair is happy hair, radiating vitality, color and shine. The Joi of Healthy Hair campaign kicks off July 2015 with exciting news and updates on www.Joico.com. The Joico website will feature the brand’s new logo and tagline, along with inspirational imagery and videos. Joico’s advertising and promotional push will include a significant digital campaign @Joico tagging #hairjoi, including product giveaways to “spread the joi” and bountiful “bundles of joi” for brand fans and followers. Joico’s print and online advertisements for new products will reflect the new Joi of Healthy Hair uplifted positioning and visuals. “There’s nothing in the world like the beauty of healthy hair,” said Sara Jones, senior vice president and general manager of Joico. “Its vitality lights up a room and lifts the spirit. At Joico, we have a name for this remarkable energy, we call it joi. The Joi of Healthy Hair movement is dedicated to spreading the joy that both professionals and consumers experience when their hair is happy, healthy, radiant and beautiful.” In other news, the brand recently debuted a new collection, LumiShine Repair+ permanent crème and demi-permanent liquid color.
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