JOINATION Part 1

Get ready to take a trip down memory lane and discover what JOICO stands for & the journey we have made. Then, discover NEW LUMISHINE LUMI10 Color and find out just why the industry has been buzzing about the innovation that can tint, tone, cover grey and lift natural hair up to two levels – all in only 10 minutes! JOICO European Design Team Member Sevda Durukan also shares how she uses LUMI10 for her creative color work to speed up the process and demonstrates LUMI10 on a model to show how stylists can now make time for more clients while still expecting the same predictable (& gorgeous) results from the LUMISHINE collection.