Behind the Scenes at JoiCon 2024: Sweet Experiences, Inspiring Conversations, and Great Hair.
CLIENT: JOICON 5.0
VENUE: LOS ANGELES, CALIFORNIA
GUEST COUNT: 75
DATE OF EVENT: SEPTEMBER 29 - OCTOBER 1st 2024
SWEET EXPERIENCES OFFERED:
JOIBREAK #1: INDULGENT POPCORN BAR SERVED IN MARTINI GLASSES
JOIBREAK #2: SURPRISE GOURMET SNACKLE BOXES
JOIBREAK #3: SIGNATURE ICED COFFEE EXPERIENCE
JOICON PARTY: GOURMET DESSERT STATION WITH HAND PAINTED CHOCOLATE TRUFFLES
JOICON PARTY: ROSE GOLD COTTON CANDY INFUSION
FIRESIDE CHAT: YASMEEN TADIA & JUSTINE BERGER SHARED A CONVERSATION OF INSPIRATION, Entrepreneurship, & GROWING WITH A TEAM.
SPOTTED: renowned joico stylist’s & team members
Larisa Love
Ricardo Santiago
Richard Mannah
Cynthia Baker
Ashley Aguilar
Jeannetta Walker-Rodgers
Brandon Corbitt
Laura Gibson
Olivia Thompson
Valerie Robinett
Justine Berger
As the founder of Make Your Life Sweeter, I have always believed in crafting memorable experiences that delight the senses and spark joy. This year, I had the incredible honor of participating in JoiCon 2024—a transformative three-day conference packed with creativity, connection, and, of course, sweetness! Here’s a behind-the-scenes look at how we elevated the conference with unique activations, a surprise gift, and an inspiring fireside chat.
Where Experiential Hospitality Meets Beauty Innovation**
JoiCon 2024 felt like this vibrant blend of artistry, energy, and heart. For three days, the conference brought together stylists, educators, creators, and industry leaders who genuinely love what they do. You could feel the excitement in every hallway and classroom. Being invited to create the experiential moments for this event was an honor, and it pushed me to design pieces that matched the creativity and passion of the JOICO community.
From dessert installations to surprise gifting moments to the iced coffee breaks that everyone looked forward to, my goal was to bring a sense of playfulness and intention to every touchpoint. I wanted each activation to feel personal, elevated, and completely aligned with the spirit of the conference. JOICO sets the bar high when it comes to innovation and artistry, so collaborating with their team allowed me to lean into that same mindset.
Looking back, this experience was a beautiful intersection of everything I love — hospitality, creativity, connection, and the chance to make people feel seen and cared for. JoiCon wasn’t just an event; it was a celebration of talent and community, and I’m grateful I had the chance to add a little sweetness to it.
Day 1: A Flavored Welcome with a poppin’ JOIBREAK
THE GOURMET POPCORN BAR IN MARTINI GLASSES**
We kicked off JoiCon with something playful and unexpected… a full gourmet popcorn bar served in martini glasses. It sounds simple, but the way people react to it never gets old. There’s something about mixing nostalgia with a little bit of glam that instantly pulls people in. The moment we opened the bar, guests started crowding around, comparing flavors, taking photos, and treating it like a mini tasting experience between sessions.
I loved watching the reactions as people tried the flavors. Some were adventurous and went straight for the Fried Pickle, while others stuck to the classics like Melted Butter or our Better Than Chicago mix. Black Truffle was the one that surprised most people — the kind of flavor you don’t expect to find at a conference, which is exactly why I love bringing it out at events like this.
Serving everything in crystal-style martini glasses elevated the whole moment. It made something familiar feel special without trying too hard, and it set the tone for the rest of the conference… polished, fun, and created with intention. Seeing everyone walking around with their popcorn martinis, laughing and chatting between classes, reminded me why these small touches matter so much. They bring people together in ways that feel effortless.
Day 2: Innovation and Connection at Henkel Academy
My session at the Henkel Academy ended up being one of my favorite parts of the entire conference. The room was packed, people were standing along the walls, and there was this energy that felt both warm and hungry for real conversation. I didn’t want it to feel like a typical corporate talk. I wanted it to feel honest and useful, so I spoke about the things I’ve learned the hard way… scaling a service-based business, leading teams through change, and constantly reinventing yourself in an industry where innovation isn’t optional.
I shared what has worked for me, what absolutely hasn’t, and the moments that forced me to rethink how I lead. We talked about culture and how much intentionality it takes to build a team that actually trusts each other. We talked about creating experiences that feel personal instead of transactional. And we talked about the reality of growing a company: the pressure, the resilience it requires, and the joy you feel when things finally click.
What I loved most was how engaged the audience was. People weren’t just listening, they were leaning in, asking thoughtful questions, and relating the conversation back to their own journeys as artists, educators, and leaders. It felt less like a presentation and more like a room full of people choosing to grow together.
The Heart Behind the Experience
I created Make Your Life Sweeter® to introduce a new standard for experiential hospitality. What started as a simple idea has grown into a national platform for luxury dessert activations, curated iced coffee bars, gourmet popcorn experiences, and fully branded moments that bring people together. My work sits at the intersection of creativity, strategy, and sensory engagement, and I’ve spent the last decade building a company that delivers experiences people actually remember long after an event ends.
Along the way, I’ve had the privilege of speaking to audiences across the country about entrepreneurship, leadership development, customer experience, culture building, and what it really takes to scale a service-based business with excellence. I draw from my time in corporate America, the realities of building a company on my own as a single mother, and the lessons learned from leading teams through high-pressure, high-visibility events. My goal in every session is to offer clarity, honesty, and practical direction. No theory. No fluff. Just what works.
I’ve been invited to speak or train at conferences and organizations worldwide. Every stage has been an opportunity to share my story and help others think differently about growth, leadership, and the customer journey. Whether I’m guiding a corporate audience through innovation strategy or walking entrepreneurs through operational discipline, I focus on building cultures that prioritize excellence, intentionality, and memorable experiences.
My background in hospitality and experiential branding influences everything I create. I believe that great events are built around emotion, connection, and thoughtful details that make people feel valued. That same philosophy carries into my speaking work. I approach every keynote, fireside chat, and workshop as an experience guests should walk away transformed by, not just entertained by.
JoiCon allowed me to bring together everything I love — meaningful conversations, innovative desserts, dynamic iced coffee bars, interactive gifting, and a community that values creativity and growth. It was an honor to share space with their team and contribute to an event designed with such purpose.
a sweet surprise: to deliver my point of making memorable experiences, we surprised everyone in the audience with our recent innovation— snackle boxes. our secret joibreak #2.
During my talk, I wanted to give everyone something they didn’t see coming. I always say that memorable experiences don’t happen by accident, so we decided to build that message directly into the session. Midway through the presentation, we surprised the entire audience with our Snackle Boxes. It turned into this fun, unexpected moment where you could feel the whole room light up.
Each box had twelve little compartments filled with different treats… taffy, gummies, popcorn, sour belts, and a few nostalgic sweets that always make people smile. We also added a QR code inside so guests could send in questions for the fireside chat. It made the conversation more interactive and gave people a way to participate without feeling put on the spot.
What I loved most was watching everyone open the boxes at the same time. You could hear the reactions across the room and see people trading flavors, taking photos, and sharing what they liked. It was a genuine, joyful moment, and it tied back perfectly to the idea that small, thoughtful touches can transform any experience.
night 2: a golden night of indulgences
The JoiCon Party was pure magic. By the time guests walked in, the room already had this warm, golden glow, and our dessert station became the focal point of the entire space. We built it with layers, movement, and height so it felt more like an installation than a dessert table. The fire-lit accents and circular towers made everything feel elevated without being over the top, and you could see people gravitating toward it the minute the doors opened.
We filled the station with some of my favorite pieces to create… hand-painted truffles, Joico-branded macarons, chocolate-dipped Oreos, little gold-brushed cupcakes, and a few playful disco-inspired desserts that tied into the theme of the night. I love watching guests discover each item on the table, especially when they notice the tiny details our team obsesses over.
The drink pairing for the evening was our rose gold cotton candy mocktail. It’s one of those things people don’t expect until they see it, and then suddenly the whole room is taking photos. The cotton candy dissolves into the drink and gives it this soft shimmer, and it always turns into a moment that feels special. Watching everyone gather around the bar and enjoy it together made the entire night feel even more celebratory.
There was so much joy in that room… people laughing, dancing, and indulging in all the small details that make nights like this feel memorable. It was the perfect way to close out such a creative and high-energy day.otton Candy Infusion Mocktail, which remains one of the highest-converting experiences for influencer events, brand launches, and award shows.
MOCKTAILS WITH OUR SIGNATURE ORGANIC SUGAIRE ROSE GOLD COTTON CANDY
Day 3: A Sweet Farewell with the best group with the best hair
Day 3: A Sweet Farewell with the Best Group with the Best Hair
Our last day at JoiCon had the kind of energy you wish you could bottle. Everyone was tired in the best way… inspired, connected, and holding onto that conference glow. I wanted the final JOIBREAK to feel like a treat, something cozy and comforting that also made people smile. So we brought out one of our favorite experiences to end on — the iced coffee bar.
This activation has become such a signature part of what we do that I can practically predict the reactions before they happen. People walk up curious, then they see the ingredients, then they taste it… and suddenly the whole room shifts. Our Crème Brûlée Iced Latte always steals the show. The caramel cold foam, the soft ladyfinger on top, the tiny swirl of Crème Brûlée Cheesecake Cotton Candy, and the custom JoiCon straw — it’s over the top in the most fun way, and somehow still feels comforting. Watching guests take that first sip and then immediately pull out their phones to record it will never get old.
What I loved most was how it pulled everyone together one more time before the day wrapped. People lingered longer, laughed louder, and used those last few minutes to connect with each other before heading home. These are the moments that remind me why I love creating experiences for conferences. It’s not just about the food or the drinks — it’s about giving people a chance to pause, connect, and feel taken care of.
Each activation, presentation, and interaction was carefully crafted to reflect Joico’s commitment to excellence and my passion for creating unforgettable experiences. The event was not just about celebrating luxury; it was about building connections and inspiring innovation in every detail.
FRIENDS MADE ALONG THE WAY
WHY this work matters to me
Every time I partner with a brand, my goal is the same… create moments that feel thoughtful, intentional, and personal. Make Your Life Sweeter® started with one simple idea — that experiences should make people feel something. Over the years, that philosophy has shaped everything we do, from our dessert stations and popcorn bars to our iced coffee activations and cotton candy infusions.
I’ve had the honor of working with some of the biggest names in beauty, tech, finance, hospitality, and retail, but what I care about most is the feeling behind the experience. When a guest pauses, smiles, takes a photo, or tells me, “I’ve never seen anything like this,” it reminds me why I built this company in the first place. It’s not about being the biggest or the most recognized. It’s about creating moments that stay with people.
Events like JoiCon give me the space to bring that vision to life — to experiment, to create, and to design experiences that make people feel appreciated and seen. That’s the part that keeps me inspired, and it’s the reason I continue to pour my heart into every activation we build.
Making your life sweeter,
YASMEEN TADIA