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#DestinationJoi2018: Joico's Week of Education and Creative Inspiration

Thursday, 01 February 2018 16:27

Joico has capitalised the concept of joy through hair, and for the first time in the company’s history, they decided to create a global event where the family was able to attend a 7-day conference in Punta Cana.

The Global Destination Education took place on January 13 to 20 and was the event where everybody wanted to be. Proof is in the sales because it SOLD OUT – even before registration closed! The universal event held over 1,000 attendees, representing 28 countries, that include the U.S., Canada, Belgium, Australia and New Zealand, Norway, Sweden, U.K., Germany, Japan, Brazil, Costa Rica and a host of others!

#DestinationJoi2018 is on the shores of Punta Cana, Dominican Republic “JOI-ned” by a fantastic line-up of world-class talent also from all over the globe. At the top of this list, paragon and hair icon Vivienne Mackinder and the jet-setting, global educator Richard Mannah, who took us to tapped on the fusion of being not only a successful professional, but also on being a wholesome person in every aspect of life.

The main-stage artists brought LumiShine, Vero K-PAK Color, and Color Intensity to life with hot, new techniques, formulas, and dramatic before + afters. The event started with a bang JOI-COLOR YOUR WORLD that featured Vero K-PAK® COLOR with David Murray, Ryan Nicoletti-Dowd, Ricardo Santiago; LumiShine® with Denis de Souza, Melissa Duguay, Zöe Carpenter; Color Intensity with Phil Ring, Larisa Love, Ricardo Santiago; and Finishing by Richard Mannah.

The audience was walked through an actual Balayage consultation with Amber O’Hara, and every detail of Balayage application, including the most common rookie (and even pro) mistakes. And the talented Jenny Strebe wove her magic in an action-packed class, designed to infuse your work with romantic techniques that garner those priceless "first look" photos.

But the knowledge did not simply touch upon the novelties and looks of the brand, but also took a substantial segment titled, SOCIAL + CELEBRITY PANEL – moderated by Joico’s own communications maven, Valerie Robinett, Sr. Dir. for Communications & Digital Marketing and featuring: Larisa Love, Ricardo Santiago, Phil Ring, Jenny Strebe, Denis de Souza, Olivia Smalley & Marisa Marino! These hair pros have rocketed to fame by strategically promoting their talents on everything from Instagram to Snapchat. In a Q&A-style format, these stars shared the secrets of their online success and giving insight about how they cultivate relationships with high-profile superstar clients.

…but #DestinationJoi2018 wasn’t all about classes and techniques – after all it was Punta Cana! There was plenty of down time every afternoon and evening to let loose and “en-joi” with after-parties every night at the Cuatro restaurant and bar lounge on the beach.

Take a look at the images below for the best looks of the event, and for more information visit joico.com

 
  • Joico Destination Education 2018 / Photo: Benoit Vermette



  • Joico Destination Education 2018 / Photo: Benoit Vermette



  • Joico Destination Education 2018 / Photo: Benoit Vermette



  • Joico Destination Education 2018 / Photo: Benoit Vermette



  • Joico Destination Education 2018 / Photo: Benoit Vermette



  • Joico Destination Education 2018 / Photo: Benoit Vermette



  • Joico Destination Education 2018 / Photo: Benoit Vermette



  • Joico Destination Education 2018 / Photo: Benoit Vermette



  • Joico Destination Education 2018 / Photo: Alejandra Acuña



  • Joico Destination Education 2018 / Photo: Alejandra Acuña



  • Joico Destination Education 2018 / Photo: Alejandra Acuña



  • Joico Destination Education 2018 / Photo: Alejandra Acuña



  • Joico Destination Education 2018 / Photo: Alejandra Acuña



  • Joico Destination Education 2018 / Photo: Alejandra Acuña



  • Joico Destination Education 2018 / Photo: Alejandra Acuña



  • Joico Destination Education 2018 / Photo: Alejandra Acuña



  • Joico Destination Education 2018 / Photo: Alejandra Acuña



  • Joico Destination Education 2018 / Photo: Alejandra Acuña



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