Joico Announces Partnership with Stylist Johnny Ramirez, Unveils New LumiShine Color


On the heels of Joico's recent unveiling of their latest campaign, The Joi of Healthy Hair, the haircare brand recently announced a new partnership with renowned celebrity colorist and internet sensation Johnny Ramirez for the release of the new color line, LumiShine. Joico’s LumiShine will include Repair+ Permanent Crème and Demi-Permanent Liquid Color in order to allow hairstylists a greater level of creativity.

Johnny, who has created looks for some of Hollywood's leading ladies, including Victoria Beckham, Nicole Kidman, Gwyneth Paltrow, Ellen Pompeo, Carrie Mulligan, Hilary Swank, and many more, is a Los Angeles native and specializes in "California hair" - locks that exude elusive, effortless beauty and versatility. A master of subtle, "lived-in" color, Johnny was originally inspired by his daughter whose natural, sun-kissed highlights he aims to emulate for every client. In pursuit of "true," softly-composed highlights, it took Johnny just one session with Joico's LumiShine colors to fall in love with it and want to bring it in as the color line for his salon, Ramirez-Tran Salon in Beverly Hills, of which he is co-owner along with master cutter Anh Co Tran. When asked about LumiShine, Johhny asserted, "It's where hair color is going."

The new pre-blended color line is easy to use yet sacrifices none of the results colorists and their clients desire. Starting in August, just prior to the official September launch of LumiShine, Johnny will be blending his highly-coveted, signature technique of Lived-In-Color with the healthy color that Joico has pioneered. With this exclusive partnership with Joico, Johnny will present weekly examples of his work with new LumiShine hair color, demonstrating the line's 2-times the shine (compared to starting levels) and benefits lasting up to 30 shampoos (based on laboratory testing of damaged hair). These real life, in-salon examples will be accompanied by the formulas for recreating the looks.

In addition to the hair colors Johnny will create, he will also pen articles on specific trends and hair color topics, all of which will be shared by both Johnny and Joico via various channels including their individual Instagram accounts and other social media platforms with the hashtags #getglossy and #hairjoi. Both and Johnny’s website,, along with official Joico newsletters, and Joico’s soon-to-launch JoiColor app will share the content as well (app available on both iPhone and Android platforms for all hair professionals).

“We’re very excited about our partnership with Johnny for Joico’s new color LumiShine. He’s got such an uncontrived air about him, even amid all of the popularity and attention he and the salon receive. He’s such a down-to-earth, cool and relaxed guy. He’s been so easy to work with and a true pleasure – just like his color!” said Valerie Robinett, Sr. Director of Digital Marketing and Communications for Joico.

For more information about LumiShine and “The Joi of Healthy Color,” please visit starting September 1, 2015. Joico’s new LumiShine Repair+ Permanent Crème and Demi-Permanent Liquid Color line will be available to professionals September 1, 2015.

[Images courtesy of Joico]

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