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panning over a mammoth seven nights and not 3 or 4
like most industry gatherings, Joico GDE was a special
breed of its own right from the outset. I don’t think many
guests, including the 30 plus from the Joico Australia
and New Zealand network and myself, had ever been
to a conference for that long especially not in the Caribbean,
and there’s been plenty, so how exactly did Global Destination
Education exceed expectations?
It wasn’t just the all-inclusive package and that meant
u nlimited tequila (yes, you read that correctly) - there had to
be something more in it than that for so many Australians, in
particular, to travel more than 24 hours to an isolated island, to
lose baggage and to endure never ending transits. That's as the
conference so well put it, the Joi of connection. Too much of one
thing is never good but just the right balance brings joy – and Joico
knew all too well about create a balanced platform for guests to
pick and choose their experience. Connection and education were
perfectly married but most importantly the recipe to party – it’s
a core basic for every hair conference and Joico simply nailed it.
To capture people’s attention for that long, the agenda needed
to span far and wide with a mix of salon commercial tips, fused
with inspiration and most importantly that gut-wrenching
emotion only the industry’s best can bring to the fore – for even
the most critical of guest. A proven and successful product, Joico
is a brand that needs to be truly experienced for its potential to be
seen, heard and felt. As Grafton salon owner in attendance Kerrie
Dimattia puts it, “I’ve tried so many other products but nothing
is as good as Joico. We have to grow the education in Australia
so more people can see what incredible opportunities the brand
presents globally,” Kerrie said.
From the outset with a seemingly typical format, it wasn’t long
before guests realised they were part of something very unique
from the idyllic location to the long-winded format, there was
time to take home something more than most expected, and that
they did. Most importantly, time to reflect and re-energise their
business for 2018 and go home with a new approach to making
money, but mostly how to do it with integrity. At the start of a
new year the timing of GDE could not have been any more perfect.
Guests had time to really soak up both the sunshine and the
Lumishine (Joico’s business boosting colour portfolio) – and now
as a Henkel beauty care brand, the directive was to make sure that
wherever you were in the resort the Joico DNA was with you.
The eight day event was led by technique-d riven presentations
including a highly valuable ‘expert panel’ on how to become social
media savvy and ultimately unlock a creative passion and desire
in each and every guest to achieve more. Jenny Strebe, Phil Ring,
Larisa Love, Ricardo Santiago, Olivia Smalley, Denis DeSouza
and Marissa Marino are at the top of their game – each with super
strengths in their chosen area of specialty – if there was one thing
GDE taught every guest, it was to pick your prose and go for it!
More than 1000 hair professionals from 28 countries indulged
in this tropical paradise meets world-class education experience
with fun additions like a social media scavenger hunt (that ended
in the biggest foam party you’ve ever seen), a Brazilian pool party,
a fashion rocks party, live music, dress ups and a kaleidoscope of
real-life Willy Wonka style fantasy as well as a classy finale event
with guests wearing their whitest of whites for a beachside bash.
There was something for everyone – those wanting a bespoke
boldness or to sit in the background and avidly take notes.
It was the mix of cultures that made it such a unique experience,
and not a hard sell. While Joico was in the veins of everyone in
attendance it came from a place of passion and leading by example
and not preaching a product prose.
“We have made the promise to you, as our VIP guests that we
will give your first access to the next GDE in 2020. What we have
seen is nothing short of an extravaganza of hair delights and
networking – the memories made are lasting,” said Joico Senior
VP, Sara Jones.
We have the Canadians to thank for making it all happen – they
were the first country to develop the education platform, not only
did they have the largest numbers in attendance, Joico continued
to remind us of how this Canadian concept came to fruition as a
global phenomenon on the haird ressing calendar.
Genuinely joy-filled, Joico Global Destination
Education brought together an industry united
by passion and a brand promise that brings the
Joi to healthy hair - the Joi of connection, the Joi
of learning and the Joi of entertainment. From
corny to crusade levels of connection, here’s
your insight to one of the industry’s most unique
global events, writes Cameron Pine.
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