Joico: The Joi of Healthy Hair Behind the Scenes

A look behind the scenes of Joico's newest brand video: The Joi of Healthy Hair. “The Joi of Healthy Hair movement is about empowering both professionals and consumers with Joico to create shiny, soft, bouncy and full-of-life healthy hair. Healthy hair is beautiful, and not only for the way it swishes and glistens in the light, but in the special kind of confidence and energy it gives you.” - Sara Jones, Joico leader and General Manager