STRUCTURE Launch Rocks The Ivy!
As always our Hair Expo weekend in Sydney was full on! And it wasn’t over, on Tuesday evening at the Ivy on George Street, Joico hosted a lavish cocktail party to unleash STRUCTURE, an exciting new range of British heritage inspired products into the market. The penthouse overlooking the Ivy poolbar was transformed into a scene reminiscent of London’s underground.
As we arrived we were treated to a customary Union Jack decal which we had blasted on to our hands! Looking around, the room was decorated in English paraphernalia from the 60’s, Vinyl Records, Union Jack Flags, Bowlers and Policeman’s hats . There was a queue at the photo booth where guests, with the help of UK props and novelty items could have fun and have an instant photo of themselves.
Guests had travelled across the globe to attend the launch, with Australian and Singapore distributors, members of the press and the team from Zotos International in the US, making the evening a truly international event. Everyone got into the swing of things and with cocktails and canapés flowing the party rocked!
Gianni Scumaci, Joico’s Vision Director and UK Design Team member Gill Berry, took to the stage to demonstrate trademark STRUCTURE looks on the 12 UK-styled models, whose looks were inspired by different eras throughout British history. Iconic British rock music just added to the performance. It was definitely ‘London Calling’.
"Launching STRUCTURE into the Australian market was a fantastic experience. It was great to work across a large cross section of hair textures and styles to create British inspired looks from a multitude of eras. Putting the range into practice in Australia and seeing the fantastic response is testament to the versatility of the products and its ethos,” says Vision Director Gianni Scumaci.