International actress, singer, entrepreneur and superstar Kate Hudson has joined Joico as the brand’s first ever Global Celebrity Spokesperson, celebrating 50 years of the brand with this major milestone.
Kate will headline a campaign, starting this month, which will be prominently featured throughout advertising for the brand in all digital mediums including social media, as well as print, in-store advertising and merchandising.
The creative concept capitalises on the playfulness and joy of the brand, as filmed on location in Southern California, as titled “joi lessons with Kate Hudson”. The campaign will show a glimpse into Hudson’s world and how she finds the titular “joi”, in a way that’s both authentic and easy-going. The campaign will also focus on both consumers and professional hairdressers, continuing its support and engagement with its primary audience. Kate’s contribution to the brand will extend from headlining product launches to more campaigns and beyond.
The partnership is a big part of the brand’s 50 year celebration, which also includes education events and shows, social media activations, promos and merchandising.
“Celebrating 50 years of Joico – redefining healthy hair since forever,” shared Kylie McLeod-Simcock, Marketing Director of Sabre Haircare. “To mark this momentous occasion and embark on a new chapter, we’re excited to continue solidifying our leadership in the professional hair care industry. From education events to social media, our first ever global celebrity partnership to groundbreaking campaigns, we continue to spread the ‘Joi’ of healthy hair everywhere.”
For more information visit www.joico.com.au
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