| EVENT REPORT 11.17.05 12:00 AM |
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| Hair Care Party Has Chem-Lab Look |
| All the beakers and dry ice at Joico’s party promoted the message that its products are scientifically advanced. |
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| Hair care brand Joico’s 30th anniversary party at 26 & Helen Mills Theater was like Weird Science—only with more cocktails and better hairstyling. To promote the products’ reformulation and the brand’s scientific approach to healthy hair among beauty and lifestyle editors, Joico communications director Patrick O’Keefe worked with Pierce Mattie PR and event producer LDJ Productions to give the party a laboratory look, with champagne cocktails served in test tubes, dry ice bubbling from beakers dotting the space—and even an ambient sound track playing kitschy lab sounds like gurgles and equipment humming. |
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PHOTO GALLERY |
 | | Guests of hair care brand Joico’s laboratory-theme 30th anniversary party at 26 & Helen Mills Theater drank champagne cocktails from test tubes. |
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 | | Joico reps in white lab coats explained the science behind its line of products to small groups of guests at a time. |
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 | | Staff talked about their brand using old-school-style teaching props, like overhead transparencies. |
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 | | Guests redeemed hair care prescriptions for specially tailored gift bags at a pharmacy station. |
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Guests took guided tours in small groups around the sleek, clean-looking space, where Joico reps in white lab coats explained the science behind the products—using old-school-style teaching props like overhead transparencies and a chalkboard. For the last stop on the tour, Joico lab techs analyzed guests’ hair, writing them prescriptions that they could redeem for specialized gift bags at a station called the “Joico Pharmacy” before leaving for the evening.
—Alesandra Dubin
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