LOS ANGELES, Feb. 13, 2025 // Joico, known for its legacy of product performance and the joi(e) de vivre they bring to hair enthusiasts around the world, is celebrating an incredible milestone: 50 years of healthy hair innovations. Poised for an ultimate season of celebration, the joi-ful brand is excited to announce, actress, singer and entrepreneur, Kate Hudson has joined the brand as its Global Celebrity Spokesperson.
Building on a trusted heritage in salons, the healthy hair brand is now bringing that same salon-quality experience directly to consumers through multiple channels, making luxury hair care accessible and personal. With its 50-year history of creating haircare that delivers real results, the campaign with Hudson will highlight Redefining healthy hair. Since forever.
The brand’s campaign and partnership with Hudson will launch in February 2025 and last through the end of the first quarter of 2026. Hudson will be prominently featured throughout advertising for the brand in all digital mediums including social media globally, and in print and in-store advertising and merchandising for the brand’s North American markets.
The creative concept for the campaign, filmed on location in Southern California with Hudson, capitalizes on her innate playfulness. This concept, “joi lessons with Kate Hudson,” is the brand’s take on “finding joi” while staying authentic and delivering an easygoing-chic. The campaign will show a glimpse into Hudson’s world and how she finds “joi.”
The campaign will place the legacy brand front and center for many at-home consumers, while speaking to the professional hairdresser community and continuing its support and engagement with its primary audience.
From new product launches to hero products, both the campaign and the partnership with Hudson will have something to offer all those both new and old to the joi of healthy hair.
Find your joi at joico.eu and follow Joico throughout its social media channels for all things Joico + Kate Hudson.
