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Joico PhilosophyJoico Philosophy
February, 16 2007

From the very beginning, Joico`s focus has been pure and unwavering...
To help hairstylists preserve, improve and enhance the integrity of the hair. A unique combination of cutting-edge technology, innovative product development, inspiration from the worlds of art and fashion, professional education and commitment to integrity keeps Joico firmly in the forefront of professional beauty, because: 

Joico is The Art of Healthy Hair 
  • Technology, artistry, commitment, integrity. 
  • Hair care professionals depend on Joico.
  • For innovation. 
  • For inspiration. 
  • For creativity.
  • For a far-reaching heritage of excellence and quality.
Above all, hair care pros depend on Joico for the products they need to provide their clients with healthy, shiny, beautiful hair.

Why?  Because Joico always plays by the rules...

Rule #1—Technology comes first. 
This legacy was firmly established at the very beginning, when the licensed hairdresser who launched the company discovered the reparative qualities of human hair keratin protein and formulated K-Pak Reconstructor.  In the years following, the innovation has never stopped:
  • Ongoing technology and remarkable ingredients consistently produce superior product performance.
  • Synergistic hair systems, from back bar to home care, work together to optimize the condition, appearance and integrity of  the hair.
  • The unique research and development capabilities of the Shiseido organization, Joico’s parent company since 2002, have lifted Joico to an even higher level of hair care innovation.
  • A diverse product portfolio—highly effective categories for daily care, and for fine, dry, coarse, color-treated and damaged hair types, as well as I-C-E Hair for the streetwise—meets the needs of every salon client, everywhere in the world.
Rule #2—Commitment to the professional hairdresser drives the company.
Founded by a licensed cosmetologist, Joico has always provided experts with what they need to succeed:
  • Advanced training that keeps skills sharp and ideas fresh.
  • Productive partnerships that help power salon business.
  • Global trend and fashion reporting that keeps professionals ahead of the rest.
At the foundation of Joico’s commitment to hairdressers is artistry, inspiration and education--because in order to succeed, the best must never stop developing, advancing or learning.

Rule #3—Developing Artists through inspiration. 
From the catwalk to the street, from Hollywood to Seventh Avenue, from the chic enclaves of Europe and beyond, Joico sources the fashion and cultural influences that professionals rely on for inspiration.  With inspiration like this, artistry soars.

Rule #4—Professional integrity is non-negotiable. 
Hairdressers trust Joico because they know that the company puts their needs and interests first.  From this trust comes solid relationships and long term partnerships based on shared values and mutual interests.  Joico continues to place a big emphasis on putting effective measures to control diversion.

Technology, artistry, commitment and integrity…
This is Joico.

That’s why, when it comes to the Art of Healthy Hair, Joico always has been—and always will be—the first choice of the modern hair care professional.





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