Hairstylists across the U.S. voted and it’s now official: Joico LumiShine™ Color is professionals’ favorite new haircolor line! The audience of over 3,500 professional hairstylists, colorists, and industry pros cheered as Joico stylists and staff raced up to accept the award at the 2016 Stylist Choice Awards, held at the iconic Chicago Theatre Sunday night. The company that embarked on a journey to bring the joy (or as they like to say, “JOI”) back to hair through healthy hair, sure had a “joi-ous” time last night as they were both thrilled and humbled by the honor.


Joico launched its new color line based on a simple formula: give professional stylists of all levels a color system that was easy to use, plus OUTPERFORMED and OUTSHINED everything else – and Joico delivered! So say the stylists through this resounding win. Denis de Souza, celebrity colorist and Joico Spokesperson, who helped launch the color line already throughout the U.S., Canada and Europe says, “The results are truly incredible! The amount of shine we get is unseen before, giving the client exactly what they want – colored hair that feels and looks healthy, because it is!”

This is a promise that Joico always strives to deliver on: results and performance that are proven in the salon every day by experts in their craft. As the color-focused company continues its commitment to professionals by developing a haircolor line that gives pros, not only predictable, but show-stopping result, it’s no wonder stylists echo Denis’ sentiment and voted it their favorite with results like these:

- Up to 2X shinier hair*
- Reduced breakage**
- Delivers exceptional color longevity and vibrancy
- 100% gray coverage
- 100% replenished and re-strengthened hair***
- Nourishes and protects hair, sealing in moisture, softness and shine for up to 30 shampoos***
- Leaves hair 2X softer***

* Vs. untreated hair.
** Combing breakage on damaged hair with K-PAK Color Therapy System vs. non conditioning shampoo.
*** Based on laboratory testing of damaged hair.