BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Venues & Destinations
  2. United States
  3. Orlando / Central Florida

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.

November 17, 2005
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.
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

Related Stories

Biolage Breakfast Goes Au Naturel

Chemist Restaurant Reprises Room’s Roots

L.A. Disney Premiere Fit For a Kid

Coty Hosts Science-Theme Centennial
Guests of hair care brand Joico’s laboratory-theme 30th anniversary party at 26 & Helen Mills Theater drank champagne cocktails from test tubes.
Guests of hair care brand Joico’s laboratory-theme 30th anniversary party at 26 & Helen Mills Theater drank champagne cocktails from test tubes.
Joico reps in white lab coats explained the science behind its line of products to small groups of guests at a time.
Joico reps in white lab coats explained the science behind its line of products to small groups of guests at a time.
Staff talked about their brand using old-school-style teaching props, like overhead transparencies.
Staff talked about their brand using old-school-style teaching props, like overhead transparencies.
Guests redeemed hair care prescriptions for specially tailored gift bags at a pharmacy station.
Guests redeemed hair care prescriptions for specially tailored gift bags at a pharmacy station.
Latest in Orlando / Central Florida
The Dalí Museum
Orlando / Central Florida
9 New Venues in Orlando/Central Florida for Spring 2025 Meetings and Events
Moxy St. Petersburg Downtown
Orlando / Central Florida
9 New Venues in Orlando/Central Florida for Fall 2024 Meetings and Events
Hotel Landy
Orlando / Central Florida
10 New Venues in Orlando/Central Florida for Summer 2024 Meetings and Events
The Acre Orlando
Orlando / Central Florida
11 New Venues in Orlando/Central Florida for Spring 2024 Meetings and Events
Related Stories
E5471idol 01
Orlando / Central Florida
PRODUCT: French Vodka Has Roots in Vineyards
E4880nick 01
Orlando / Central Florida
VENUE: New Orlando Hotel Has Kid Appeal
E4734veracruz 01
Orlando / Central Florida
VENUE: Disney Adds New Meeting Space
Relevent transformed PM with lanterns, posters, and green lighting for the Muppets’ Wizard of Oz premiere after-party.
Orlando / Central Florida
PM Goes Green for Muppet After-Party
More in Orlando / Central Florida
Orlando / Central Florida
9 New Venues in Orlando/Central Florida for Spring 2025 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
The Dalí Museum
Orlando / Central Florida
9 New Venues in Orlando/Central Florida for Fall 2024 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
Moxy St. Petersburg Downtown
Orlando / Central Florida
10 New Venues in Orlando/Central Florida for Summer 2024 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
Hotel Landy
Orlando / Central Florida
11 New Venues in Orlando/Central Florida for Spring 2024 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
The Acre Orlando
Orlando / Central Florida
10 New Venues in Orlando/Central Florida for Fall 2023 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
Beacon
Orlando / Central Florida
7 New Venues in Orlando/Central Florida for Summer 2023 Meetings and Events
Take a peek at these buzzworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
Delta Hotels Orlando Celebration
Most Popular
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Sports
Fanatics Fest 2025: This Mega Celebration of Sports Fandom Returned For a Bigger, Bolder Second Year
Industry Insiders
Inside the Build: How Bellagio Fountain Club Delivers F1® Weekend’s Most Luxurious Hospitality Experience
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
Experiential Marketing, Activations & Sponsorships
Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
Orlando / Central Florida
8 New Venues in Orlando/Central Florida for Spring 2023 Meetings and Events
Take a peek at these buzz-worthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
New York Beer Project
Orlando / Central Florida
9 New Venues in Orlando/Central Florida for Fall 2022 Meetings and Events
Take a look at these noteworthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
Sterling Event Venue
Orlando / Central Florida
5 New Venues in Orlando/Central Florida for Summer 2022 Meetings and Events
Take a peek at these buzz-worthy restaurants, hotels, meeting and event spaces, and more recently opened in Orlando/Central Florida.
HAVEN Kitchen and Lounge at Lake Nona Wave Hotel
Orlando / Central Florida
10 New Venues in Orlando/Central Florida for Spring 2022 Meetings and Events
Take a peek at these buzz-worthy restaurants, hotels, meeting and event spaces and more recently opened in Orlando/Central Florida.
AVA MediterrAegean
Orlando / Central Florida
9 New Venues in Orlando/Central Florida for Fall 2021 Meetings and Events
Take a peek at these buzz-worthy restaurants, hotels, meeting and event spaces and more recently opened in Orlando/Central Florida.
JW Marriott Tampa Water Street
Orlando / Central Florida
10 New Venues in Orlando/Central Florida for Summer 2021 Meetings and Events
Take a peek at these buzz-worthy restaurants, hotels, meeting and event spaces and more recently opened in Orlando/Central Florida.
The Monroe Orlando
Page 1 of 67
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.