Blonde Life was pre-launched to a select group of hairdressers during a VIP event in Düsseldorf, Germany. Celebrity Colorist & ‘King of Hollywood’ Denis de Souza flew all the way from Los Angeles to be able to present at this special event! After the products were presented by the JOICO team, Denis did an onstage interview and showed the model that he had colored using the new products. Everybody was dazzled by the blonde brightness on stage.