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JOICO K-PAK, MEET YOUR DAMAGED-HAIR HERO
Dealing with the hair problem is a forever tough mission, well, I mean it is tough but it is important too. Our everyday’s looks are always not only about outfits, but also about the hairstyles. I remember the days joining the New York Fashion Week, Heydoyou had been invited for backstage coverage a lot. The work for makeup and hairstyle is very crucial for a fashion line. How to protect your hair at home, since we can’t go to salon daily, but taking care of the hair should be a daily work.
Illustration by Lulu (@qululululu)
Let me introduce JOICE’s K-PAK, which is powerful reconstructive technology in a home care line, designed to help repair and strengthen hair precisely where—and when—it needs it.
Think your mane is a lost cause? Meet JOICE’s K-PAK, the damaged-hair hero. Powered by Joico’s SmartRelease liposome technology that swoops in torepair, strengthen, and protect hair precisely where it needs it, JOICE’s iconic K-PAK collection helps repair years of visible damage and fight future breakage at the same time. With just one use, distressed tresses are rescued and restored to their shining,healthy-looking glory.
K-PAK RECONSTRUCTING SHAMPOO TO REPAIR DAMAGED HAIR
Lather in lustrous, more resilient hair. Formulated with damage-seeking Keratin and protective Guajava Fruit Extract, this gentle shampoo helps fortify weak strands and (bonus!) prevent future damage. Unlike traditional shampoos that can strip away what little joi remains, this power-packed formula gives and gives—instantly improving elasticity, strength, and shine.
K-PAK RECONSTRUCTING CONDITIONER TO REPAIR DAMAGED HAIR
On a mission to repair hair that’s seen one too many blowouts and color changes? This restorative daily conditioner zeroes in on damage and dryness with laser-like precision, instantly replenishingshine, strength, and manageability where strands need it most. With just one use, this high-powered conditioner helps rebuild and fortify breakage-prone strands, leaving damaged hair stronger, smoother, shinier—all-around healthier-looking than before.
K-PAK RECONSTRUCTOR
This is it—the “holy grail” hair hero that started it all for K-PAK! Packed with a powerful combo of amino acids and Joico’s smart Keratin technology, this 5-minute treatment rebuilds and strengthens stressed strands to instantly restore hair to its healthy-looking greatness. It’s hair reconstruction so targeted, so transformative; it’s the fave of millions of stylists, and it has the awards to prove – Stylist’s Choice Award winner in 2001-2015, 2017.
K-PAK LIQUID RECONSTRUCTOR DEEP-PENETRATING TREATMENT
This stuff is pure, liquid GOLD! With a potent cocktail of amino acids and smart Keratin technology that starts repairing and strengthening stressed strands on contact, this liquid reconstructoris everything you love about Stylist’s Choice Award winning K-PAK Reconstructor turned into a lightweight formula that’s just right for those with fine, fragile hair.
Need next-level color protection and the power of K-PAK reconstruction? Here is something you need: K-PAK COLOR THERAPY COLLECTION.
Formulated with African Manketti and Argan oils and Joico’s SmartRelease™ liposome technology, this K-PAK® Color Therapy™ collection helps lock in stunningly beautiful color vibrancy and knock out hair damage in one powerful punch.
Having trouble keeping color vibrant and healthy-looking? Put it on lockdown, with formulas that help deeply lock in vibrancy and moisture while locking out fading and damage.
K-PAK COLOR THERAPY COLOR-PROTECTING SHAMPOO FOR COLOR-TREATED HAIR
This color-preserving shampoo washes away dirt and debris while being gentle to color-treated hair. With its luscious lather formulated with antioxidant-rich African Manketti and Argan oils, you’ll actually help extend the life of your shade’s vibrancy and fight future damage every time you wash.
K-PAK COLOR THERAPY COLOR-PROTECTING CONDITIONER FOR COLOR-TREATED HAIR
Choosing a shampoo that won’t zap the zing out of your new shade is obvious—but you’d also be wise to follow up with this color-locking conditioner. This extra-conditioning formula, with African Manketti and Argan oils, helps shield your hue’s vibrancy, while hydrating overtime to strengthen hair and reduce breakage.
K-PAK COLOR THERAPY INSTANT SHINE & REPAIR TREATMENT FOR COLOR-TREATED HAIR
Get ready for a chorus of oohs and ahhs, and literally everyone you know wanting to touch your hair. With just one treatment, this deep-repairing wonder unlocks out-of-this-world color vibrancy, mirror-like shine, and strands that not only look healthier but are 9X stronger. It’s no wonder it’s known as the “secret to lust-worthy locks.” If color care is self-care, then this hair-loving treatment is one of the kindest things you could do for color-treated hair that’s been put through the wringer.
K-PAK COLOR THERAPY LUSTER LOCK GLOSSING OIL FOR COLOR-TREATED HAIR
At a loss for gloss? Meet your hair’s daily “lust-have” for gorgeous color vibrancy and swoon-worthy shine! With a brilliant formula that’s “just light” for fine strands, yet nourishing enough for thicker tresses, this go-to oil blend delivers instant wow-factor plus powerful protection to ensure your shade glows the distance.
Moisture Recovery Thirsty hair? Quench it!
If you are looking for the hair products help with your thirsty hair, here they are. Intensive marine ingredients help deeply quench dry, dehydrated hair for the ultimate softness and manageability.
MOISTURE RECOVERY SHAMPOO
When your hair is thirsty and parched, it will literally lap up the hydration that JOICO’s Moisture Recovery Shampoo pours into each and every strand. This rich, luxurious formula actually restores smoothness and elasticity to dehydrated hair.
MOISTURE RECOVERY CONDITIONER
It only takes a minute for JOICO’s intensely-hydrating Moisture Recovery Conditioner to come to the rescue and inject a whole lot of life back into tired, fried, and frizzy tresses; actually reducing breakage by 55%.
MOISTURE RECOVERY TREATMENT BALM
Five minutes. That’s all it takes for this super-hydrating rescue worker to come to the aid of your coif. Not just talking about bringing in big-time moisturizers to banish the driest of strands; but it is the ability to actually increase hair strength and reduce breakage.
About Joico:There’s nothing in the world like the beauty of healthy hair. Its vitality, color, and shine light up a room and lift the spirit. Joico has a name for this remarkable energy.
We call it “Joi”. Joi is at the heart of everything we do.
Joico’s salon innovations are designed to return hair to its strongest, shiniest, healthiest state with each and every use. Joico’s joi extends beyond product to the global salon community, which they have supported for over 40 years and will for many more years to come. “The joi of healthy hair” is Joico’s promise and commitment.
About Joico’s giving – City of Hope: Celebrate Beauty, Celebrate Life
City of Hope’s National Professional Salon Industry named Sara Jones, Senior Vice President and General Manager of Joico, as the recipient of the 2011 Spirit of Life Award. On July 30, 2011, Jones was honored for her outstanding philanthropic and business contributions at the annual Spirit of Life Award Dinner, held during the Professional Beauty Association’s Beauty Week in Las Vegas, Nevada. All proceeds were earmarked for women’s cancer research and care.
City of Hope is a leading research and treatment center for cancer, diabetes and other life-threatening diseases. The organization’s Professional Salon Industry Division was established in 1981 with the purpose of establishing a continuous flow of industry support for the City of Hope. It is an annual tradition to honor outstanding leaders in the industry for their contributions both in business and through philanthropy in the community, with the Spirit of Life Award. Since its inception, this division has raised millions of dollars for City of Hope’s research and treatment programs. Visit the City of Hope website.
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SEE IT. FEEL IT. BELIEVE IT! What Hairstylists Have Been Waiting For
About a year ago on June 6th 2018, fifteen unsuspecting professional hairstylists traveled to sunny southern California – some from across the pond in the U.K. and even as far away as Norway – to take part in what, at the time was only described to them as “Project D.” Influential professional hairstylists like Larisa Love (@larisadoll) Oliva Smalley (@omgartistry), Ariba Pervaiz (@ariba_pervaiz), Denis de Souza (@denisdesouza), Phil Ring (@phildoeshair), and more, were all about to experience a hairstylist’s dream come true. …But this was no dream. It was no illusion. It was real – and they could see it, feel it, and in the end, they could not help but absolutely BELIEVE IT!
I want to introducing Joico Defy Damage! A new line of professional in-salon bond-protecting and color-protecting treatments and an at-home care range that has to be experienced to be believed!
First up, Defy Damage ProSeries, in-salon two-step treatment.
The ProSeries 1, the bond-protecting color optimizing spray, is a true innovation in the hair industry. A first of its kind, the ProSeries1 bond-protecting spray will make jaws drop. The “bond” trend in professional color services has become the new standard but Defy Damage ProSeries1 will not only defy this standard, as a completely NEW way of looking at the needs of hairstylists and clients’ hair, this product will be the new standard. It will save professionals’ time in their color services and blow-outs, it will also make color results better, as well as protect the hair.
With new Defy Damage ProSeries 1 & 2, you can literally defy damage and deliver mind-blowing performance with every color and lightening service. Joico’s Defy Damage ProSeries works beautifully with any hair color and lightener to optimize product performance and provide powerful damage protection. In two easy steps, it helps protect and strengthen hair bonds – before, during, and after every chemical service – helping to ensure the healthiest-looking hair possible… and stunning results you have to see, and feel, to believe.
Damage Defy Pro-Series 1:
bond-protecting color optimizer spray
358 ml / 8.4 net ozStep 1 of the in-salon, service. A powerful, ultra-dry spray that instantly shields hair from chemical service damage, improves color deposit, and provides greater lift when lightening. Professional use only. Contains higher concentration of Joico’s SmartRelease Technology.
Damage Defy Pro-Series 2:
bond-strengthening color treatment
500 ml / 16.9 fl. oz
An intensive bond strengthening treatment to help replenish bonds, strengthen hair and hydrate, for damage resistant, healthy-looking hair in just one use. Professional use only. Contains higher concentration of Joico’s SmartRelease Technology.
Next, Defy Damage Home Care System.
The at-home system protects all hair types from the ravaging effects of daily heat styling, UV exposure and environmental pollution that lead to dry, dull, lackluster locks. This damage-defying breakthrough helps protect and strengthen hair bonds for a healthy hair transformation, you can instantly see and feel.
Why would a product range like this matter to stylists and their clients? …From frequent chemical services, every-day use of heat tools, environmental pollutants and UV damage – facing the struggles of damaging hair to “get the look” (and KEEP IT) is not only real, it’s daily and it can put clients’ hair at major risk. Enter Defy Damage and a 1-2 step, “spray and go” easy in-salon system, and the at-home care for clients, by Joico – the company that put healthy hair on the map and has created the next big thing in hair care.
Defy Damage Protective Shampoo:
for bond-strengthening & color longevity
300 ml / 10.1 fl. oz
$18.50 SRPWith a rich, luxurious lather, this gentle daily cleanser protects hair both in the salon and at home with damage-prevention ingredients; swiftly sloughing away dirt, impurities, and build-up without roughing up the hair cuticle or stripping vibrant color.
The results are shiny, smooth, clean strands — wonderfully resilient and healthy looking.
- Free of SLS/SLES Sulfates (SLS/SLES Sulfates = Sodium Lauryl Sulfate/Sodium Laureth Sulfate)
- Decadently, rich lather for a luxurious cleansing experience
- Gently sloughs away dirt and debris without roughing up the hair cuticle
- Leaves hair soft, shiny, and looking healthy
Defy Damage Protective Conditioner:
for bond-strengthening & color longevity
250 ml / 8.5 fl. oz
$19.50 SRPReplenish moisture and build resilience everyday with Defy Damage Conditioner without weighing hair down.
- Prevents and protects from daily damage
- Boosts vital moisture
- Instantly detangles
- Leaves hair soft, shiny and looking healthy
Defy Damage Protective Masque:
for bond-strengthening & color longevity
150 ml / 5.1 fl. oz 21.50 SRPDefy Damage Protective masque goes deep to infuse hair with a brilliant, bond-strengthening defense.
The result? Less breakage, more protection from heat styling. Hair has instant softness and shine…the kind you can see and feel on contact.
- Helps to rebuild broken hair bonds
- Deeply replenishes hair without weighing it down
- See results after the very first use
- Proactively builds hair’s resistance to damage
- Leaves hair soft, shiny and looking healthy
Defy Damage Protective Shield:
to guard against Thermal & UV damage
100 ml / 3.38 fl. oz $21.50 SRPA true damage defense hero against the harsh effects of daily styling and exposure to UV and environmental pollution, Defy Damage Protective Shield helps prevent damage and guards against color fade for beautiful, vibrant, healthy looking hair.
- Used prior to styling, hair is fortified inside and out.
- Instant, daily protection from damaging heat, UV and environmental exposure
- Makes hair 4X more resistant to breakage during heat styling (Against combing breakage on clean damaged hair.)
- Protects against color fade
- Leaves hair soft, shiny and looking healthy
The secret behind this true break-through in start-to-finish damage protection is in the key ingredients: Arginine, Moringa Seed Oil, and a Protective Lipid. Beyond this, the SmartRelease Technology – a one-of-a-kind liposome delivery system that packs a punch by providing a trifecta of healthy-hair ingredients that continuously release Rose Hip Oil, Arginine, and Keratin – repairing, strengthening and protecting hair from the cumulative effects of daily styling. Defy Damage ProSeries contains a higher concentration of the new SmartRelease Technology.
ProSeries In-Salon Treatment…
- 80% Less Breakage*
- 5X Stronger Hair*
- Increased & More Even Lift
- Bond Renewal & Strengthening
- Evens Porosity for Better Color Deposit
- Maintain over 90% of Color Vibrancy**
- Start to Finish Bond Protection
- Immediate Soft Feel
- Increase Shine
At Home Care System…
- 80% Less Breakage*
- 5X Stronger Hair*
- Maintains over 90% of Color Vibrancy**
- Strengthens & Rebuild bonds
- See results after just 1 use
- Immediate Soft Feel
- Increase Shine
Joico Defy Damage has been available as of March 2018 in the US and Canada. Check with your local distributor for other regions or go to Joico.com to discover more.
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