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Lift and lighten with Joico's Base Breaker Cool

Thursday, 07 November 2013 14:38

All it takes is ten minutes and one easy step to lighten and tone the coolest blonds!

We have all come to expect cutting-edge developments in hair color from Joico. So when they introduced their Base Breaker last year, hairdressers most likely perceived it as Joico raising the hair color benchmark as usual. But now they've done it once gain, improving on what was already a great product because now the new formula also controls warmth with a subtle cool tone while lightening hair one level – always in just 10 minutes!

So the next time you need to "break the base" or soften contrasting regrowth between services, turn to this perfect ammonia-free formula guaranteed to lift blonds or brunettes without revealing underlying warm tones. Plus, because it is gentle enough to be used together with the lightener or haircolor service, Joico's exclusive K-PAK Technology with Quadramine Complex guarantees your clients go home with hair that is perfectly conditioned and superbly shiny.

“I use Base Breaker Cool on my Level 7 or darker blondes,” says Joico Celebrity Spokesperson George Papanikolas“It keeps the base color and highlights seamlessly blended, and instead of highlighting every six weeks, I can break the base in between appointments to eliminate the appearance of dark roots so clients don’t have to highlight as frequently.  On my brunette clients, it’s a beautiful solution for lightening their shade to a lovely milk chocolate.  The hair is lighter but the warmth is minimized, which really increases client satisfaction!”

And if George loves it enough to use on his celebrity clients like Maria Menounos and Kourtney Kardashian, it should make all your clients feel like stars!

Visit www.joico.com for more information.

  • Base Breaker Cool



  • Base Breaker Cool



  • Cool blond with Joico's Base Breaker Cool



  • Lighten and life your blonds with Joico Base Breaker Cool



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