31 May 2012


British inspired professional styling brand STRUCTURE launched into the Asian market this month in Kuala Lumpur, Malaysia, for an evening of fashion, style and street culture.

Vision Director Gianni Scumaci led the team which consisted of UK Design Team member Ian Davies, Kim Bonadio JOICO® International Guest Artist, Thomas Foo JOICO® Director of Education in Indonesia and Chris Chan Director of Education for Nekderx. The team worked together to create a series of credible urban looks for the modern man and woman, which merged both British street culture and Malaysian individuality.

Gianni and Ian also showcased their expertise and creative passions on stage in front of an audience of over 200 guests including distributors, press and salon owners from Indonesia, Vietnam, Hong Kong, Thailand, Malaysia and the Zotos International Office in the US. Guest were quick to comment on the custom cuts and eclectic colour that all signify the culture and vibe of STRUCTURE.

14 models were included in the presentation which showcased the versatility of the range whilst focusing on hair texture, length, cut and colour in four everyday environments; the salon, the street, at home and during session styling. The presentation lasted 40 minutes and was followed by a lavish drinks ceremony overlooking Malaysia’s famous Petronas Towers.

“Launching STRUCTURE for the Asian market was an exciting experience creatively. The response that we’ve had to the range is a testament to the versatility of the products and their ability to transcend hair textures as well as world cultures,” says Vision Director Gianni.

Most notable in attendance were Missie Madeja JOICO® Senior Director of International Sales, Janine Smice JOICO® International Marketing Director, Lisette Herrera JOICO® International Marketing Manager, Mervin Foo President for Nekderx and Ron Krassin President and CEO of Zotos US.

“We are honored to be the first county in Asia to launch STRUCTURE and I must say it is the best styling line ever in the history of JOICO®” concluded Mervin Foo, President for Nekderx.