LOS ANGELES — For Joico, turning 30 is all about reinvention.
The professional hair care brand is celebrating its third decade in the business by launching numerous products, diversifying into different categories and updating its formulations and packaging.
According to Sara Jones, senior vice president and general manager of Joico, the items will begin appearing in some 30,000 salons and professional beauty outlets worldwide in March.
Currently, there are 119 products under the Joico label, which was founded in the Seventies by salon owner Steve Stefano, to utilize keratin protein as its core ingredient. Joico is now part of Zotos International, based in Darien, Conn., which is part of the Shiseido empire.
Under the revamp plan, however, various products are being discontinued while new ones come on board. Ultimately, Joico will be trimmed to 89 stockkeeping units.
Some new ranges include Body Luxe, a five-item hair care line formulated with oat protein complex designed to add volume and increase the diameter of fine hair. Body Luxe includes shampoo, conditioner, a styling elixir and a volumizing foam, and ranges in price from $9.95 to $14.95.
Joico will also launch Color Endure, a three-item line to protect locks against UV rays. Formulas include green tea antioxidants and are priced from $9.95 to $12.95. Moisture Recovery, a four-item line, uses Hydramine Sea Complex as its main ingredient to help moisturize hair and retails between $9.95 and $15.95.
Joico’s existing lines — K-Pak and Daily Care Style and Finish— will be enhanced with six new items, including K-Pak Liquid Reconstructor, Chelating Shampoo and Cuticle Sealer within K-Pak, and a Curl Definer, Curl Activator and Crème Wax within the Daily Care range. Prices are from $12.95 to $19.95.
Jones added that a new formulation will also be unveiled. Quadramine Complex is a blend of positively and negatively charged, low-molecular weight and size proteins, which Jones described as designed “to ensure maximum protection and reconstruction from the cuticle to the cortex.” The ingredient will be present in all the new products.
In addition, packaging across the board is being revamped, incorporating a more modern aesthetic and metallic tones.
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In line with the anniversary, Joico is planning on expanding its distribution base nationally and globally. Certain “areas of the country” are being evaluated for coverage expansion while “expanding distribution in international markets will continue to be a focus in 2006.” She estimated an increase of 20 percent in the number of salons carrying Joico, as well as the potential of expanding the range of product offerings within existing salons.
“The results of these efforts will position Joico to enable double-digit sales increases over the next three years,” she said.
A sexy, young, multicultural advertising campaign will support the new product launches. Print ads will begin appearing in March trade magazines.