Inside Joico’s House of Joi SalonCentric Training Event

Joico hosted SalonCentric Canada and its Ontario-based team of distributor sales consultants for a special training event to learn more about the brand and its products. The event was held at the Henkel Canada head office, which was transformed into a Malibu-style home—dubbed “The House of Joi”—to showcase the brand’s roots and represent Henkel’s head office in California.

When & Where: April 27, Mississauga, Ont.

Jack Ingraham, chief operating officer for SalonCentric Canada, and Justin Baker, director of sales for Ontario for SalonCentric Canada, were also in attendance to offer some of their industry and sales expertise.

The training also included informational presentations about Joico’s products and offerings, and attendees even had the opportunity to spilt into three breakout groups that featured interactive activities.

Henkel’s national education manager, Megan Nevins, and Joico’s regional education manager, Kynna Moore, kicked off the training by showcasing Joico’s colour lines, with three looks ranging from copper to blonde.

Among the attendees were Michael Parsons, general manager of Kao Canada’s Salon Division, associate director of education Kathy Reilly, director of marketing Nadia Mitro and national sales manager Laura de Sousa, along with other members of their leadership team.

In the styling room, Cini demonstrated a runway-inspired ponytail and Johnston showcased cutting-edge styling techniques to help enhance any updo.

To kick off the event, Oribe hosted a special VIP evening, which featured onstage hair demos from New Yorkbased hairstylist and global educator Adam Livermore, assisted by Montreal-based hairstylist and educator Melita Campellone. The evening also featured a brand showcase from Goldwell featuring Canadian ambassador and Toronto-based hairstylist Frank Cini and New Yorkbased national artist Steven Picciano, as well as a KMS presentation from global art team member and B.C.based hairstylist Edwin Johnston and international artist Michael Noragon.

In the cutting room, the class featured an onstage demo, followed by a hands-on portion led by KMS national artist and Washington-based hairstylist Sonna Brado and Goldwell ambassador Jacob Khan.