Happi.com – June 2013

June 12, 2013

Plenty of Growth Potential in Hair Styling:

The styling category is certainly growing, according to Sara Jones, senior vice president and general manager, Joico/ISO, Arcadia, CA. “This is great news,” she told Happi, “but most brands have a redundant and over-abundant range of products. We find that salons want simplicity with high performance and their customers (our end-user, the consumer) wants the same thing.” Joico recently approached the styling category with 21 styling and finishing products, designed to be used alone or together for more versatility, noted Jones. All feature the brand’s patent-pending Bio-Advanced Peptide Complex, so “stylists and consumers are getting the entire Joico line, from shampooing to finishing, promoting the healthiest hair possible,” noted Jones.

Joico also recently rolled out a dry shampoo; this formulation features botanicals such as willow and manuka extract, in addition to aluminum starch octenylsuccinate to absorb excess oils from the scalp and hair shaft for a soft feel. Joico International artistic director Damien Carney is a big fan of the technology. “This ‘dry cleaner’ for hair is a great way to save time and help hairstyles last longer, especially on long photo and video shoots or fashion shows where you sometimes have to restyle and work hair day after day” he declares. “And that’s just the beginning—I’ve discovered many ways that Instant Refresh can be used in the salon and at home!”