Article By Gerald Fenech
In today’s hectic and fast-paced world taking care of yourself can be difficult and at times, even hard work. Sometimes it is easy to let everything slide and neglect the most important thing you have – your physical and mental health. After a long day at work, the idea of the going to the gym or the hairdresser could be the last thing on your mind.
“The Joy” is here to make taking care of yourself seamless. Whether you need some routine maintenance like a haircut or hair removal, or on the other hand if you are looking to treat yourself with a hot shave, a massage or getting your nails done, it can be done quickly with an app on your phone.
If on the other hand you are a salon owner, or roaming beauty technician, you can optimise your time, money and resources with those pesky last minute cancellations. It also helps navigating any busy city much easier, as it shows you the best route and takes care of any parking fees.
“The Joy” is a start-up out of Berlin start-up central and is the brainchild of Vladislav Kiselev. He says that it was a natural happening since most people get everything online nowadays, food, travel, entertainment, transportation but the last bastion of wellness and self-care has been impenetrable.
“The Joy” will be a tokenised platform which will use their cryptocurrency, Joycoins, as a liquid form of rewarding users for their loyalty and activity on the platform. This can range from posting a review on social media about the platform, or even just giving feedback like filling in a survey. Joycoins are only tied to the success of the platform and not to any other cryptocurrencies. Once a user had accumulated a few Joycoins, they can even trade them in for cheaper treatments. Joycoins can also be cashed out via third parties.
Kiselev is very positive about “The Joy” and sees himself expanding all over the globe, as well as adding a number of other services such as cleaning, transport and pet grooming. His positivity is not unfounded, as 2 million dollars have been raised in an initial round of funding. An ICO is set for January of 2019. It is set to tap into the huge global wellness market valued at 4.2 trillion dollars. The ICO will consist of 2.4 billion tokens for sale, with a hard cap of 17.4 million dollars, and will take off on the 20th January until the 1st of May 2019. Joycoins will be the natural choice, or so Kiseleev says. Since the number of Joycoins is limited, the more successful the platform is and the more it expands to different countries, the more valuable Joycoins will eventually become.
This may be a very worthwhile investment as, in Kiselev’s words, “The beauty and wellness sector is traditionally highly resilient against financial crisis and periods of economic recession. It’s a stable and healthy market and today during a period of overall economic growth we have seen and will continue to see substantial growth in the sector. The Joy platform will leverage this growth by providing the world’s first beauty and wellness platform.”
Kiselev jokes that he will know he has made it big when Uber is referred to by people as “The Joy of car sharing”. Though this is certainly admirable, time will tell whether this will be the hit that he anticipates it will be.