JOICO Launches Festive Dreamscapes Campaign

Launching from July 2026, JOICO Dreamscapes transforms the brand’s product ranges into a collection of vivid, sensory dream worlds, creating a collectable universe designed to encourage discovery and make its year-end gift sets more engaging for consumers.

The Campaign

Activated across digital and salon environments, with each JOICO regimen represented as its own themed world. The campaign includes animated Dreamscapes, an immersive “beauty bag” concept, social content and digital storytelling designed to build awareness and encourage clients to visit salons.

The JOICO Year End Gift Sets are available across a range of haircare regimens, allowing salons to recommend products according to individual hair needs.

The Collection Includes

• Defy Damage Protective Shampoo and Conditioner – for hair exposed to heat styling.
• Blonde Life Brightening Shampoo and Conditioner – designed for blonde hair.
• Blonde Life Violet Shampoo and Conditioner – for maintaining cooler blonde tones.
• K-Pak Reconstructing Shampoo and Conditioner – focused on repairing visible damage.
• K-Pak Color Therapy Color Protecting Shampoo and Conditioner – for colour protection.
• Moisture Recovery Shampoo and Conditioner – aimed at nourishing dry hair and curls.
• JoiFULL Volumizing Shampoo and Conditioner – for creating volume.
• HydraSplash Hydrating Shampoo and Conditioner – for rehydrating hair.
• Colorful Anti-Fade Shampoo and Conditioner – for maintaining colour.
• YouthLock Shampoo and Conditioner – designed to refresh tired-looking hair.
• Scalp Vitality Refreshing Shampoo and Exfoliating Foaming Scrub – for clients looking to focus on scalp care.

“The campaign provides salons with an opportunity to recommend personalised gift options based on clients’ individual hair types, while also positioning the Year End Gift Sets as seasonal gifting options,”
– Bruno Marc Giamattei, JOICO EMEA Senior Creative Director.

JOICO, part of Henkel Consumer Brands, has been developing professional haircare products since 1975, with a focus on hair health and its “JOI of Healthy Hair” positioning. For more info visit Joico online, or follow @joico_uk.

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