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JOICO & ISO go total resort takeover From January 18-24, 2014 Piidea brands, JOICO & ISO, hosted nearly 800 stylists and guests from across Canada at the luxurious Dreams Tulum Resort & Spa in Mexico for the ultimate seven-day, all-inclusive educational experience, Destination Education. JOICO & ISO reserved, branded, and took over the entire resort creating a sense of community unlike ever before. This seven-day retreat provided industry professionals the opportunity to network and connect outside of their otherwise competitive environments, thus creating a grand sense of community and the opportunity to build long-lasting relationships. In addition to this, Destination Education gave JOICO & ISO the opportunity to connect with clients, both emotionally and professionally. ”Over the past 40 years, I have attended innumerable seminars and trade shows, and I must say Joico’s Destination Education was the best ever experience I have had… I met so many wonderful people at Destination Education, learned a great deal, and had more than few laughs or a mojito or two. This was my first Destination Education and can say I will definitely be back. Thank you to everyone who made this experience so great,” said Robert Maich, stylist/owner at The Golden Razor Salon in Windsor, Ontario. Stylists were invited to classes that featured the latest tips and tricks in the industry. Classes were taught by master stylists and industry icons, Damien Carney, Sue Pemberton, Vivienne Mackinder, Robert Lobetta, Ben Mollin and Drea Lecher, and featured cut, colour, trend, and business education. Nights at the resort were full of fun, entertainment, and two high-impact hair shows.
JOICO & ISO transformed Tulum Resort & Spa into Destination Education, which was both educational and enjoyable. When guests weren’t learning about the latest trends and techniques, their days were packed with fun. Guests soaked up the sun on the beach and by the pool, had fun with Mexican & rock starthemed nights, live music, dazzling stage shows, and JOICO & ISO-themed cocktails – who doesn’t love a “JOI-tini”? All of this made for an unforgettable week that was the perfect mix of business and pleasure for the stylists. After the success of the brand’s first Destination Education in 2012, there was no doubt that this incredible event would be a success. The Piidea staff ensured that each guest was having a great time and made an effort to interact with everyone in attendance. Upon departure, guests and Piidea staff alike left with a sense of community and emotional belonging that will have a long-standing impact on the relationships created over these seven days. “This was truly the most amazing event I have experienced in my 40-year career! It was humbling to be a part of it,” said Debbie Goodridge, educator. “Everyone was buzzing with inspiration and excitement! People couldn’t believe the caliber of education – there was something for everybody. Every detail was there, and everyone noticed and commented that. First class, all the way! By the end of the week, it truly felt like one community.” $
“Honestly, everything was awesome! Excellent shows and classes, but the most important thing was to feel as a community with JOICO. Everything was perfect,” said Guy Trudel, educator. Manitoba Hairstylists’ Association
Clippings Spring 2014
Destination Education – An event to remember