Joico, known for its legacy of product performance and the joi(e) de vivre they bring to hair enthusiasts around the world, is celebrating an incredible milestone: 50 years of healthy hair innovations.
For their birthday, they announced Kate Hudson has joined the brand as its Global Celebrity Spokesperson.
Joico Proudly Welcomes Our New Global Celebrity Spokesperson…Kate Hudson (Photo Credit: Heather Hazzan)
The creative concept for the campaign, filmed on location in Southern California with Hudson, capitalizes on her’ innate playfulness.’ This concept, “joi lessons with Kate Hudson,” is the brand’s take on “finding joi” while staying authentic and delivering an easygoing-chic. The campaign will show a glimpse into Hudson’s world and how she finds “joi.”
The actress/entrepreneur is a perfect fit for this campaign as she emphasizes that beautiful, healthy hair isn’t just about how you look – it’s about how you feel. Because when you feel good about your hair, it shows. It brings a little extra joy, a little boost of confidence wherever you go and whatever you do. (All girls know this.)
Fans of the brand love the Defy Damage Collection, which protects hair health from damage while being color-safe. For transformative results, try the Defy Damage KBOND20 Power Masque, which builds and protects hair bonds.
We’re also fans of the InnerJoi Line — all-natural, sustainable products that leave our hair healthy and shiny.
Find their products at Ulta.