JOICO NAMES BETH MINARDI  COLOR SPOKESPERSON FOR VERO K-PAK COLOR

Sara Jones, senior vice president and general manager of Joico/ISO announces that the appointment of world renowned haircolor expert Beth Minardi as the new  Color Spokesperson for the company’s Vero K-PAK Color collection of high performance professional haircolor.  Minardi will endorse the line and feature it in her NYC salon.
 
Other activities will include educational classes at the company’s Artistic Institute in Darien, Ct., major industry trade shows and the development of instructional DVD’s and books. Minardi will also host educational webinars to salon colorists featuring her vast “toolbox” of hair color uses, formulations and techniques. She will also play a key role with Joico’s research department to add innovative products and technologies to the color portfolio.
 
“This is an exciting and significant partnership,” states Jones.  “Beth Minardi is truly one of the world’s leading colorists and unquestionably the best color educator in the industry. I have admired Beth for many years for both her skills and professional integrity.  I am thrilled to finally be working with her. Together, Joico and Beth will elevate the technical, business building and creative skills for salon professionals to unprecedented new levels.”
 
“I am honored and excited about my new relationship with Joico,” says Minardi.  “I would never stand behind a product that I didn’t believe in 100%.  I truly believe in the quality, performance and creative scope of Joico’s Vero K-PAK color.”
 
Minardi is co-owner of New York City’s Minardi Salon, the preeminent destination of discerning color clients around the world.  She works with a broad range of celebrities and VIPs, as well as with film and television producers who rely on her skills to create color designs for their on-camera talent.  Her education—including live seminars, workshops, DVDs, books and special events like the annual Minardi Beauty Focus—is considered state-of-the-art by colorists.  She has worked with several professional salon manufacturers on the development of their color lines and served as an editorial consultant to Modern Salon Magazine.  She is currently the Haircolor Expert for behindthechair.com, where her popular Q&A columns outpace all other features as the professional website’s most popular destination.
 
Joico Vero K-PAK color features the award-winning Quadramine Complex, which allows these formulas to actually reconstruct hair while producing vibrant, long-lasting color.  Hair integrity is retained and improved, and the color protects hair from subsequent damage.  The full line includes Vero K-PAK Permanent Color, VeroChrome Demi-Permanent Color, VeroUltra one-step lift and deposit color and two high-performance lighteners—Vero Light Dust-Free Lightening Powder and Vero-Blue De-Dusted On and Off Scalp Lightener.
 

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Joico, a subsidiary of Zotos International, Inc., has been dedicated to the Art of Healthy Hair since 1975. All Joico hair care, styling, haircolor and texture products fuse the latest breakthroughs in hair care science with inspirations from the worlds of art and fashion, to offer unparalleled quality and performance.