The stars were out and shining brightly on May 7th as Joico opened the doors of a quintessential "Classic Hollywood" villa at the Sunset Marquis hotel in West Hollywood, Califoia. The moonlit, tropical-inspired "meet & greet" was hosted by Joico celebrity colorist and spokesperson Denis de Souza. The fete had all the right ingredients for a dazzling evening such as cocktails, great music, and, of course hairstyling. It included new product demos as well.
The guests, who included top industry and media influencers, bloggers and editors, came to mingle with Joico staff and lea about new initiatives. They also got some coveted sneak peeks at new products, and had an opportunity to mingle with famed colorist Denis de Souza, who colors the locks of a host of luminaries such as Kate Mara, Kristen Wiig, and Olivia Wilde among others. Guests also included, Whitney Port, fashion designer and TV personality, and the music was courtesy of guest DJ, actress Shenae Grimes and husband Josh Beech.
The villa boasted a tropical ambiance and was decked out with Joico branded surfboards, which served as tables and life-sized face-cut out standees with tropical designs by artist Bella Pilar. Guests were served champagne and treated to a chic candy bar. Before enjoying a full bar, hors d'oeuvres and music, Joico stylists and educators Kasia Milon (who had just rushed back from styling Whitney Port's hair for the night) and Emma Sheahan were on hand at beauty stations to provide hairstyling for the guests, so they could look their best. Here, lucky guests were treated to styling with Joico's brand NEW product, IronClad--thermal protectant spray.
This spray is ideal for mode styles that demand regular usage of high temperature thermal styling tools, which can cause hair damage. IronClad protects hair while ensuring that it's strong, shiny, smooth, and static-free. It is a fine mist, dry spray that goes on light, so it's perfect for all hair types including fine hair. It offers 72-hour frizz reduction and a fast-dry, non-sticky light (level 1) hold, as well as static reduction, heat protection up to 450 degrees, and AquaLastik for flexible hold and heat protection. AquaLastik technology forms a crystal-clear web of durable, humidity-proof hold that can be recharged and restyled for up to 72 hours. It also boasts a Bio-Advanced Peptide Complex for strength and shine.
Guests also got a sneak peak at Joico' limited-edition Gold Dust Shimmer Finishing Spray, which is new for this fall and ideal for the holidays and special fetes. The shimmer spray adds luminous shimmer with an ultra-light hold. Light-reflecting particles add a glow to any style, and the luscious fruit blended scent is great for proms, weddings, parties, and other special occasions! It also repairs and protects via Joico's exclusive Bio-Advanced Peptide Complex.
IronClad is available in July, and Gold Dust will be available in September.
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| IronClad--thermal protectant spray | Gold Dust Shimmer Finishing Spray |
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