Heather Hazzan
Golden Globe-winning, Academy Award-nominated actress Kate Hudson is Joico’s first global celebrity spokesperson, coinciding with its 50th anniversary.
The campaign for the Henkel-owned hair care brand launches in February and will run to the end of the first quarter of 2026. Hudson will appear in all advertising in digital media and print globally, and in-store and merchandising in North America.
It was filmed in southern California, with the concept ‘Joi lessons with Kate Hudson’, and how the actress finds ‘joi’ while staying authentic and delivering an easy-going chic, says the company.
It is targeted at both consumers and trade, and encompasses both existing and new products.
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