Joico is an international hair brand with a strong presence across Europe. They produce a bi-annual magazine aimed at both clients and staff for the European market. The magazine is published in both English and German.
Joico wanted their magazine to connect with both clients and staff, presenting a fun, fashionable image to match their brand. In addition, as many of the readers are not native English speakers, the language needed to be simple and straightforward.
What I Did
I worked closely with the brand manager to create features that promoted product, without reading like an obvious sell. As Editor, I managed all design and image selection to give a fresh, original feel to the layouts. I also worked with translators to create a separate German edition.
The magazine enjoyed great success across Europe and achieved its aim of reaching a wide audience of both hairdressers and salon visitors. It was viewed as a vital part of the company's communications strategy.