Joico Partners With DC Studios' Supergirl to Celebrate Strength, Shine, and Confidence
ENTERTAINMENT
A New Hero Shines - Joico x Supergirl.
Joico, the healthy-hair company trusted by professionals and consumers alike, announced a new collaboration with DC Studios in celebration of Supergirl, the highly anticipated new DC Universe film soaring into theaters on June 26, 2026.
Thematic Alignment and Brand Positioning
Inspired by Supergirl's themes of strength, resilience, and iconic power, the partnership brings Joico's high-performance haircare and styling products into the spotlight, celebrating hair that holds strong, shines boldly, and shows up with confidence, no matter the challenge. The positioning repositions haircare from cosmetic accessory to expression of personal power and resilience, suggesting product efficacy mirrors character attributes where strong hair reflects strong identity.
Product Focus and Core Offering
At center of campaign is Hold Hero, Joico's high hold, shine-boosting finishing spray designed to deliver long control and brilliant shine. The collaboration also features fan favorite Joico stylers including Heat Hero, Power Spray, and select products from the Defy Damage collection, all crafted to help protect hair while delivering professional-grade results at home. The product portfolio breadth enables cross-category purchasing where consumers build coordinated systems supporting complete styling routines rather than single-product purchases.
Packaging Innovation and Retail Activation
To mark the moment, Joico introduces limited-edition Supergirl-themed packaging across select hero products, along with exclusive Gift With Purchase offerings at ULTA Beauty locations and on ulta.com, while supplies last. The limited-edition positioning creates urgency driving immediate purchase decisions while exclusive retail partnerships concentrate brand visibility within premium beauty channels where target consumers shop.
Integrated Campaign Strategy
Joico further supports with dynamic digital and in-store activations throughout promotional period. From social and influencer moments (complete with bespoke social media filter) to in-store displays designed to stop shoppers in their tracks, Joico's collaboration brings power of haircare and pop-culture together. The multi-channel activation addresses different consumer touchpoints where social engagement drives awareness while in-store displays convert awareness into purchase behavior.
Brand Philosophy and Consumer Connection
The collaboration reflects Joico's broader positioning where healthy hair always wins in everyday heroics. The message suggests that professional-grade haircare enables consumers to show up confidently in daily life, with personal presentation serving as foundation for self-assurance and capability.
About Film and Distribution
Supergirl, a Troll Court Entertainment and The Safran Company production directed by Craig Gillespie, arrives in theaters and IMAX across North America on June 26, 2026, and internationally beginning June 24, 2026, distributed by Warner Bros. Pictures.
About Joico
Joico, part of Henkel Consumer Brands, has led healthy-hair revolution since 1975, creating beautiful, healthy hair to lift soul and inspire confidence. Each product innovation aims to return hair to strongest, shiniest, healthiest state, even after one use and with every use thereafter. The "'joi of Healthy Hair" represents both promise and guarantee for consumers.
Additional information is available at www.joico.com.
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