| EVENT REPORT 11.17.05 |
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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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