PIRELLI & JOICO: A Surprising Partnership Driving Innovation in Performance & Care – And It's Not What You Think!

Rome, GA – October 26, 2023 – You might be thinking, "Tires and haircare? What’s going on?" But PIRELLI TIRE LLC, the globally renowned tire manufacturer, is surprisingly teaming up with JOICO, a leading professional haircare brand, on a fascinating internal project. It's not a product collaboration for consumers, but a smart application of material science expertise honed through decades of tire innovation being used to enhance the performance of a key ingredient in JOICO's Moisture line – and it’s pretty cool! For over 150 years, PIRELLI (located at 100 PIRELLI DR SE STE 470, Rome, GA, 30161-3538, reachable at 918-247-9250) has been at the forefront of developing high-performance tires for everything from Formula 1 racing to everyday passenger vehicles. Their strength? Understanding materials. They’re masters of polymers, rubber compounds, and how to maximize durability, flexibility, and performance under extreme conditions. Basically, they know how to make stuff last and perform brilliantly. And that’s where JOICO comes in. JOICO, well-known by stylists and consumers alike, is celebrated for its innovative approach to haircare, particularly its dedication to restoring and rebuilding hair health. The Moisture line, specifically, is a cornerstone of the brand, designed to deeply hydrate and revitalize dry, damaged hair. It relies heavily on a unique blend of ingredients, one of which is a specialized moisturizing complex. Now, here's the interesting part. JOICO's scientists approached PIRELLI’s material science team a few months back with a challenge. They were looking for ways to improve the delivery and longevity of this moisturizing complex within their Moisture products. They wanted it to penetrate the hair shaft more effectively and remain there longer, providing sustained hydration and repair. “We were thinking about how we encapsulate compounds within tire rubber to maintain performance over thousands of miles,” explains Dr. Elena Rossi, PIRELLI’s Lead Materials Scientist on the project. “It’s all about creating the right micro-environment to protect the ingredient and control its release. We realized those same principles could be applied to haircare.” The team at PIRELLI, utilizing their advanced polymer expertise, began working with the molecular structure of the moisturizing complex in JOICO’s Moisture line. They weren’t changing the complex itself – it’s the core of what makes the products work! – but rather developing a novel encapsulation method, a microscopic “shell” around the complex, using a special polymer matrix. Think of it like this: without the encapsulation, the moisturizing complex is exposed to environmental factors (washing, heat styling, even just air) which can degrade its effectiveness. The polymer matrix acts as a shield, protecting the complex until it’s activated by moisture and heat – exactly what happens when you use shampoo, conditioner, or a styling tool. “It’s a game-changer,” says Sarah Miller, a Senior Research Scientist at JOICO. “The initial testing is incredibly promising. We’re seeing a significant increase in the delivery of the moisturizing complex into the hair shaft, and a much longer-lasting effect. Hair feels noticeably softer, smoother, and more hydrated, even after multiple washes.” The new encapsulated moisturizing complex will be rolled out in a revamped version of several key products within the JOICO Moisture line, including the Moisture Shampoo, Conditioner, and Hydrating Mask. JOICO anticipates the updated products will hit salons and retail stores in early 2024. But this isn’t just about a better shampoo and conditioner. This unlikely partnership highlights something crucial: cross-industry innovation. “We often get stuck thinking within the boundaries of our own industry,” Dr. Rossi explains. “But the principles of material science are universal. By collaborating with JOICO, we’ve been able to apply our expertise in a completely new way, and learn a lot in the process.” JOICO agrees. “We’re constantly looking for ways to push the boundaries of haircare,” Sarah Miller says. “Partnering with a company like PIRELLI, with their incredible knowledge of materials, has opened up a whole new world of possibilities.” While you won't be seeing PIRELLI-branded hairspray anytime soon, this project serves as a compelling example of how diverse expertise can come together to create truly innovative products. It's a win-win for both companies, and ultimately, a win for anyone looking for healthier, more hydrated hair. Keep an eye out for the updated JOICO Moisture line in 2024 – it’s a partnership you might not expect, but one that’s definitely delivering results. PIRELLI TIRE LLC continues its commitment to pushing the boundaries of material science, even beyond the road. And JOICO continues its dedication to delivering salon-quality results, now with a little help from an unexpected ally.