The stars were out on Wednesday, May 7 as Joico opened the doors of a quintessential "Classic Hollywood" villa at the Sunset Marquis for a moonlit, tropical-inspired meet-and-greet with Joico celebrity colorist and spokesperson Denis de Souza, coupled with rinks, great music, and hairstyling for attendees including new product demonstrations.
The guests, who included top industry and media influencers, bloggers and editors, came to meet and mingle with Joico and learn about new initiatives, get sneak peeks at new products, plus get to know famed colorist Denis de Souza, who colors the likes of Kate Mara, Kristen Wiig, Olivia Wilde, Zoe Saldana, Mila Kunis, Rachel Bilson, Nicole Richie, and Lucy Hale among others. Guests of Joico and Denis also included, Whitney Port, fashion designer and TV personality, and the great music was courtesy of guest DJ, actress Shenae Grimes and husband Josh Beech.
All invitees came through the private villa entrance and enjoyed a fun and tropical ambiance throughout the villa with Joico branded surfboards for tables and life-sized, face-cut-out standees, with tropical designs by artist Bella Pilar. Guests were served champagne and treated to a candy bar to satisfy their sweet tooth. Before coming out to the patio to enjoy a full bar, hors d'oeuvres and the music, inside the main room 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 for the rest of the night. Lucky guests were treated to hairstyling with Joico’s brand new product, IronClad – thermal protectant spray.
This new spray is great for modern styles that demand regular usage of high temperature thermal styling tools, which can cause hair damage – perfect for this crowd! IronClad protects hair from thermal damage while ensuring a beautiful end result: hair that is strong, shiny, smooth and static-free.
Benefits & Technology:
- Fine mist, dry spray that goes on light, not heavy or wet so it’s perfect for all hair types including fine hair
- 72-hour frizz reduction
- Fast-dry, non-sticky light (level 1) hold
- Static Reduction
- Heat protection up to 450 degrees
- AquaLastikTM 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)
- Bio-Advanced Peptide Complex for strength and shine
Guests who stopped at the beauty stations, located next to the fabulous candy bar, received yet another treat - a sneak peak at Joico’s limited edition Gold Dust Shimmer Finishing Spray, new for this fall and perfect for the holidays and any special occasion or just a glamorous night out on the town. The Gold Dust shimmer spray adds brilliant and luminous shimmer to hair with an ultra-light hold. Light-reflecting particles add a beautiful glow to any style, and the luscious fruit blended scent makes hair smell fresh and beautiful.
Benefits & Technology:
- Ultra-fine spray delivers light hold with brilliant sparkling shine
- Repairs and protects as you spray, with Joico’s exclusive Bio-Advanced Peptide Complex to leave hair in superb, shiny condition
- Long-lasting, flake-free shimmer that works great with any hair type or color
The energy was flowing as the guests enjoyed champagne, mini desserts and beauty treatments offered to all, and De Souza was having as much a blast as the guests, getting to meet everyone and talk to all about his new partnership with Joico, and upcoming haircolor trends to look out for.
IronClad is available this July, and Gold Dust will be available starting in September.
[Images courtesy of Joico]