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Innovative PR and the Joico Communications team launched monumental brand moments that collectively created Joico’s brand ethos to date. Innovative PR implemented over 15 turnkey events, assisted with over 33 product launches, implemented over 10 celebrity partnerships, and over 7 hair professional partnerships to date. If a consumer can remember a high-profile celebrity, such as Katy Perry, Vanessa Hudgens, Hillary Duff, Jules Hough, Lady Gaga, Zendaya to Doja Cat and their vibrant and unforgettable hair color, hair creations, and style were brought to the masses by a Joico Artist with Innovative PR having something to do with it over the past 13 years. 

Joico Hair Color

Innovative PR has worked with Joico Haircare since 2009 implementing 360 communication plans for the hair color and care brand faceted in consumer awareness through celebrity partnerships, celebrity professional hair artist partnerships, and strategic product launch campaigns that were recognized Internationally. 

In December 2018 Joico announced its partnership with Aspiras –where he will be using all Joico color, care and styling for Lady Gaga’s appearances and performances. The 2019 red-carpet season was a storied one with the massive success of Lady Gaga’s performance in A Star Is Born and the accompanying soundtrack with major award wins for “Shallow” including wins at the Oscars, Grammy Awards, Golden Globes and The Critic’s Choice. Aspiras has been nominated for multiple Emmy’s and received the Guild Award in 2016 for his work on American Horror Story: Hotel. 

In 2021, the much-anticipated film House of Gucci Joico Celebrity Artist Frederic Aspiras knocked his artistry for long-time client, Lady Gaga. Frederic Aspiras, House of Gucci looks earned him his first ever Oscar nomination for the film in the hair and makeup category. Aspiras became the first Asian American hairstylist to be nominated for an Oscar and just the second Asian American to me nominated in the hair and makeup category. Innovative PR was met with the challenge to start the PR Campaign for Aspiras and Joico’s Oscar win.  


Frederic Aspiras and House of Gucci PR Campaign by Joico

Innovative PR co -created and crafted a yearlong PR plan that consisted of broadcast junkets, podcast interviews, and unique media moments. Innovative PR set plan for a very special industry screening presented by Joico, giving beauty and entertainment media a thrilling first look at the film that’s got the world going Gaga over House of Gucci. It was at this multitiered event which unveiled an up-close-and-personal convo with the man behind the mane. To follow this event, Innovative PR envision and produced exclusive dinner at Osteria Gucci in Los Angeles to help honor Joico Celebrity Hairstylist Frederic Aspiras for his historic Oscar nomination. Innovative PR recognized a media community who not only have celebrated and covered his talent, lifelong passion, and humanity, but also shared Frederic’s Filipino & Vietnamese culture & background. 

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Joico’s Celebrity Hairstylist Frederic Aspiras was seen among consumers globally as his artistic hair creations for House of Gucci were featured on Good Morning America, Today Show, E! News, People Magazine, PopSugar, LA Confidential Magazine, Allure, Byrdie, Pure Wow, Asian Journal, and many other platforms. Collectively the Joico team and Innovative PR garnered 17 Billion Impressions over one year for their coveted hair colorist. The dinner at Osteria Gucci and brought together 28 Pacific Island & Asian American Media representatives. Innovative PR to date has been recognized as the first PR Agency bringing together the largest group of Filipina Asian American beauty media celebrated to date while celebrating diversity and Frederic Aspiras cultural heritage.


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celebrity partnerships

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