This past Tuesday I had the pleasure of attending Joico’s pre-Oscars event at the SLS Hotel in Beverly Hills. I was really excited to attend this event because, despite hearing great things, I’ve never tried Joico! Not only did I get to learn about the brand, I got to learn about their new styling products, which are very innovative.
The big breakthrough with these new styling products is the technology. Joico put a lot of research into the Human Genome Project and discovered that certain peptide chains are missing in damaged hair, but are present in healthy hair. After discovering that, Joico had the Bio-Advanced Peptide Complex created and added it into all of their products, including the new stylers. This technology doesn’t just wash off your hair after you take a shower, it lasts for up to 25 washes!
A few stand out products to me are the Instant Refresh Dry Shampoo, Humidity Blocker, and the Fast-Dry Finishing Spray.
The dry shampoo is unique because it does NOT leave any white residue at all. Damien sprayed a ton of it into the models hair and it still looked great (and not dry!).
Humidity Blocker is great to prevent static, which I’ve been having an issue with lately, so I think that this will help combat that well. It also will hold your hairstyle in place.
The finishing spray seems like a miracle product. In the first shot you can see the blonde model who has curly hair. She wore those curls for 12 hours and they still looked perfect. Damien used so much of the hairspray in her hair for the demos but it didn’t feel crunchy at all (and yes, I did touch her hair!).
Something else that was very fun, was this mixology demo. This was to represent the new Bio-Advanced Peptide Complex because it is a new technology for hair, much like using liquid nitrogen in something edible!
Our treat was a blood-orange screwdriver with coffee bean bits on top. It was delish! The consistency is almost snow-like.
Not only has Joico launched new products, they’ve also kind of re-branded themselves by creating a new tagline, turn heads. Who doesn’t want to turn heads with their fabulous hair? They even had a super cool printer at the event where every picture tagged with #turnheads was printed out and put on the wall! They also have a Turn Heads video from their shoot at the SLS hotel that you can see here.
Damien also demonstrated some products on actress Tiffany Hines‘ hair. I chatted with her for a bit after and she was super sweet. If you ever see her rocking emerald (the color of the year) on the red carpet, you have me to thank! Just kidding…kind of.
I can’t wait to review these products for you guys, I’m clearly very excited about them!
