September 27, 2013


image002-1Joico Continues Annual Push to Increase Awareness and Raise Funds. Breast cancer never takes a holiday and Joico’s annual efforts to raise funds for research and increase awareness doesn’t either. Their efforts to support the fight to end cancer transforms this year to its “Style for A Cure” campaign in a year that has also seen Joico transformed in image and purpose. The Style for A Cure campaign includes special pink product promotions – top stylers JoiMist Firm hairspray and JoiWhip foam offered in a sleek, metallic pink sheen that graduates from top to bottom. These top stylers will be available on special in a “2 for $22” duo deal coming this September/October. 

The campaign also continues to offer marketing support for salons and professional stylists who wish to hold their own breast cancer-related events. Joico’s do-it yourself BCA website continues to be a source for salons and stylists to create and promote their very own local efforts to help the cause. As Joico embarked on a new and transformative vision at the start of 2013, it launched itself into a whole new stratosphere when it revealed its new look that ranged across vibrant new product packaging, to fresh and bold new imagery speaking more to a strong lifestyle-focused brand, while also re-invigorated its science roots through DNA-based technology to change the industry. Joico’s commitment continues to go strong with the company once again supporting their long-standing partner City of Hope for their yearly fundraiser culminating in Las Vegas this July in its Annual Spirit of Life Gala.  With Sara Jones, Senior Vice President and General Manager for Joico/ISO/Minardi having been the 2011 City of Hope Spirit of Life Award Recipient, and long-time supporter and board-member, this relationship continues to flourish.  Also continuing on from 2012 will be Joico support for the cause via Beauty Systems Group, and special edition products to specifically benefit Susan G. Komen for the Cure (Joico duos JoiMist Firm and JoiWhip, also in specially-designed pink packaging).  Additionally, the Joico BCA page at is becoming increasingly robust as it celebrates the salons and stylists who continue to participate in Breast Cancer Awareness and fundraising events. The online destination also offers a roster of turnkey, downloadable breast cancer programs—including cut-a-thons, silent auctions, “Touch of Pink” ribbon events and service and product promotional programs—that salons can customize to their individual businesses and communities.  Each program features posters, planners, letters, press alerts and other printables.

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