Celebrating 50 Years of Joi
In 1975, Los Angeles hairdresser Steve Stefano set out with a mission to create the first haircare system that penetrated deep into the hair – simultaneously repairing damage, strengthening, and conditioning the hair and leaving it with immense shine. JOICO revolutionised the haircare industry with a host of ground-breaking products that delivered beautifully conditioned healthy hair every time.
Half a century later, JOICO is celebrating its 50th year – commemorating this milestone by reflecting on the past, present and future. JOI is at the heart of everything JOICO does, and we will continue to craft the future of healthy hair for decades to come.
An exciting new chapter is about to begin, and we can’t wait to reveal what lies ahead for JOICO. The 50th birthday celebrations will introduce a new campaign slogan for the anniversary year of ‘redefining healthy hair. since forever.’, and the introduction of the joi(code). Both of which will express the message of the joi in having (or giving) healthy hair. Alongside this, JOICO will be presenting a plethora of new graphics and images, including the Anniversary Collection. This vibrant collection showcases the fusion of past and present, whilst reflecting on the rich heritage of the brand. The 50th year celebration will also act as the launch of the ‘Heroes Campaign’, an opportunity to celebrate and honour everything and everybody who has contributed to the success of JOICO – including its artists, employees, distributors, and products. Throughout the anniversary year, JOICO will also be debuting a range of new products to permanently add their already star-studded line-up.
Half a century of healthy hair, a rich heritage of innovation and discovery, the launch of iconic products and most importantly, our passion of the hairdressing industry. Joi is at the heart of everything we do, and we will continue to craft the future of healthy hair – here’s to the next 50 years of joi!
