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Blonde Ambition: Celebrating The Beauty Of Individuality, Confidence, and Brilliant-Blonde For All!

“The Blonde Ambition” Campaign From JOICO




Helmond, the Netherlands – Ready to help the world see blonde hair in a whole new light? JOICO invites you to celebrate the beauty of individuality, and the confidence to safely take any client – undefined by hair type, hair color, complexion, or lifestyle – from dark to light in a single service. At the heart of this transformation is Blonde Life® Lightening Powder – providing the power to unite us with brilliant lift that knows no bounds. JOICO likes to bring “joi-fulness” to everything it does, but it realizes sometimes salon clients are less joi-ful about getting their hair colored and can be more fearful. Especially when it comes to going blonde! That’s why JOICO is committed to making sure it shares the joi of “living the Blonde Life” with everyone! If you’re blonde or want to be blonde, JOICO has all the products you need – from the salon to your at- home care, we’ve got you! ALL OF YOU! Blonde of every shade, every hair type and texture, every color. So many women love being blonde, but they’re hesitant because lightening hair can damage hair, especially when done by non-licensed professionals and using less-than-optimal products.


Break through your fears of going blonde! Visit joico.eu & get ready to see blonde hair in a whole new light with amazing transformations by Larisa Love, Jill Buck, Olivia Smalley, and Gina Bianca. These makeovers will astonish you and the clients’ real testimonials will inspire you to live in your own, healthy-looking and-feeling BLONDE AMBITION! You’ll be confident in knowing you’re protected against damaged, dry, bristly strands – JOICO Blonde Life® gives you inside-out protection, fights frizz and dryness, adds softness, shine, elasticity, while fighting off- tones, fading and damage.




4 techniques you need to know!

Let’s start living our best Blonde Life together! We have four exciting techniques that will be released on joico.eu in the coming weeks. Keep an eye out on our website or follow us on social media (@joicoeurope) to be the first in the know! You’ll learn…

  • JOICO Global Brand Ambassador, Larisa Love’s Honeycomb Technique. Larisa will show you how to see blonde hair without boundaries as she transforms natural texture – a full head of delicate waves and tendrils – into a halo of luscious, sunlit warmth using Blonde Life® Lightening Powder.
  • JOICO Celebrity Artist, Jill Buck’s Ice Pixie Technique. Taking a crisp, short pixie cut from deep and dark to all new levels of light is an easy task for Jill thanks to the power of Blonde Life® Lightening Powder and the mission of Blonde Ambition!
  • JOICO Global Brand Storyteller, Olivia Smalley’s Seaside Blonde Technique. You’ll love seeing Olivia take a model with a dark-brunette, shoulder-length bob to buttery new heights in a single service, while maintaining healthy, beautiful condition.
  • JOICO Global Business Expert, Gina Bianca’s Platinum Rain Technique. Who says the deepest, darkest brunette hair color can’t become the iciest light- blonde in healthy, beautiful condition? Certainly not Gina!




At Colour World UK we believe in colourists being equally important as hairdressers to the success of a salon business! Clients, therefore deserve excellent colour services, embracing the importance of a great colour consultation through to end result.  Most of all we salute manufacturers and brands offering a great product innovation which enable colour technicians to explore their creativity and offer a bespoke colour to every client. We offer colour conversation and inspiration for you to browse, and respect colour-focused education and events from what’s on and where, to our own Colour World UK event which support our industry and promise to do our best to bring you news and information to help you succeed.

Looking for some more colour inspiration? Here you go:


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