“MAKE BELIEVE” BTC 2022 RECAP
This year’s annual Behind The Chair extravaganza may have been titled, “Make Believe” — but, trust us, the magic was REAL! And no worries if you missed it, because we’re bringing you all the Joico highlights – right down to those exciting new launches and looks our audience experienced first-hand. Get ready for the recap!
First up, let’s set the stage…
WHAT:
“Make Believe,” Behindthechair.com’s 2022 show
WHERE:
Orlando, FL
WHO:
2,500 hairdressers attended from all over the country
WHY:
To see the latest and greatest hair innovations, including Joico’s brand-new Bonded by Blonde reveal!
Drumroll, please…
Joico was there, and we had big news to share! In addition to scoring free samples of Blonde Life Lightener and Defy Damage favorites, guests were dazzled by our main stage show, Bonded by Blonde – featuring all-new Blonde Life launches. In this pinnacle presentation, four talented Joico artists took to the stage, showing the audience that the beauty of blonde has the power to unite us as artists, and set us apart as individuals.
Our experts:
Larisa Love,
Global Brand Ambassador
Laura Gibson,
Global Artistic Director of Haircolor
Nathi Vega,
Guest Artist
Jessenia Robayo,
Guest Artist
The icing on the cake:
Styling by
Deyonte Weather from Project Runway
Makeup by
Nikki LaRose, leading celebrity artist
The audience experienced our NEW Blonde Life launches in real time, as our artists completed looks on 9 models — using products designed to put you on the leading edge of lightness.
NEW Balayage Lightener
No more having to choose between lift and creative freedom. We’ve teamed the power of Blonde Life Lightening Powder with the precision of kaolin clay in our NEW Blonde Life Balayage Lightener that lifts hair up to 7+ levels in a single application.
Laura Gibson:
“It’s so exciting to me that I no longer have to choose between LIFTING hair and getting really creative with highlights. The new Blonde Life Balayage Lightener has the same power as the Lightening Powder…BUT (big difference here!) it has the precision of Kaolin clay. So that means I can get those 7+ levels of lift in a formula that stays soft and moist, and allows me to freehand-paint really cool looks.”
NEW Blonde Life Demi Gloss
Blonde Life Demi Gloss shades are the most versatile tool in the entire Blonde Life system—allowing you to tone and customize pre-lightened hair with seven stunning shades you can mix and match to your clients’ needs.
Nathi Vega:
“I love to mix-and-match the new Blonde Life Demi Gloss after I lift with Blonde Life Powder Lightener – they allow me refresh, glaze, or gloss with totally customizable results.”
NEW Coconut Oil Developers
Mix some Coconut Oil into the blonding process with three NEW Blonde Life Developers – formulated to work in harmony with all Blonde Life lighteners and toners to leave hair feeling soft and hydrated.
Larisa Love:
“You actually feel hair’s amazing condition when you rinse out your lightener.”
And more from the Tech Stage…
Our experts:
Ricardo Santiago,
Joico Global Education Expert
Kyle Miller,
Joico Master Artist
Megean Gallman,
Joico Artistic Educator
Excitement didn’t stop with main event. On our rotating Tech Stage, three of our top artists showcased the latest techniques and answered real-time questions for a rapt audience.