Estetica Magazine UK (2/2024)

(left): The Marc Antoni Artistic Team; (above): Members
of the Joico EMEA Senior Creative Color Artist Team.
What would you say is the main
brand identity you’re creating for
Joico in Euope and the UK?
As a brand our focus in all markets has
and always will be on hair health. Our
strapline is the Joi of Healthy Hair and in
all countries, that’s what we are known
for. Products such as K-Pak, Defy
Damage, Blonde Life, and our other care
regimes all focus on hair not only looking
good but feeling good after just one use.
Joico color products are also designed
with hair health in mind, our color
products add shine and luminosity to hair,
and our lightening products such as
Blonde Life Lightener’s provide beautiful
clean blondes. For us it’s all about
maintaining the integrity of the hair and
ensuring our customers and their clients
notice a difference every time a Joico
product is used in the salon or at home.
In what way are the Joico
Ambassadors instrumental in doing
this?
The Joico European Creative Team have
been instrumental in helping to create a
strong visual image and brand identity
which they share through the education
we provide on a local, national, and
global level. They are passionate about
the brand, and this is conveyed in
everything they do including content
creation for digital channels where they
are a source of inspiration and education
for other professionals.
Why is the UK so important to Joico
Europe?
The UK is an extremely important market
to Joico, the UK leads the way in
creativity, and we know many countries
look to the UK for inspiration, and it’s
important for us to have a strong
presence in the UK though activities,
education, and our creative team – we
know this inspires many people. We have
many UK customers that have used Joico
since K-Pak was introduced and are
extremely loyal to the brand. Joico was
born in the USA and there are many
similarities in both markets – consumers
and professionals are very discerning and
at Joico we deliver the best.
How is your sales and distribution
network organised in Europe?
We have representation for Joico in 40
countries across the EMEA region with a
clear focus on Europe. The representation
in almost all markets is via dedicated
distributor teams that have been with the
Joico brand for many years.
Which are your main European
markets and which new markets are
you hoping to target in the future?
Our main markets are UK, Ireland,
Germany, Italy, Norway, Sweden, and
Poland. We are not looking for expansion
in any new markets, our goal is to further
expand our presence in the markets we
are in today.
Joico hair products are loved
world-wide, especially when it
comes to damage repair and
maintaining beautifully healthy hair.
Which is your own hero Joico
product?
I do like to try all the care ranges and at
the moment my favourite is Joico
YouthLock Shampoo and Conditioner,
which we launched last year. Now my hair
is getting a little brittle the antioxidants,
vitamins and collagen all help!
Next year, Joico is celebrating its
50th anniversary, can you tell us
something about the brand’s plans to
celebrate this?
My lips are sealed, our marketing and
education teams have warned me to stay
silent! We have some great plans that
we are working on and some not to be
missed moments. Having a 50th
anniversary is an incredible milestone
and one that we are all very proud of. The
innovations and technology that we have
introduced over the years have been groundbreaking
and we are all very much
looking forward to what comes next.
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