JOICO is marking a monumental moment in hair science with DNA-based breakthroughs.
Today we know that healthy hair is like a DNA chain and missing links that break off can result in damage. Now JOICO has found the missing links in damaged hair, and thanks to this innovative scientific development will launch new product formulations, eleven next-generation stylers and a brand face lift.
This new Bio-Advanced Peptide Complex™ that lasts for up to 25 shampoos is proving to be one of the most powerful hair repair technologies ever.
Deriving from the 2003 Human Genome Project, Bio-Advanced Peptide Complex creates an unprecedented protective coating that imitates peptides to keep hair healthy.
Thirty years ago JOICO launched hydrolyzed keratin to repair and reconstruct damaged hair. A breakthrough at that time, it was the process of breaking keratin into small pieces to penetrate the hair shaft. Since then, the brand’s unwavering commitment to research and development has yielded new, evolved forms of human hair keratin, including the Bio-Advanced Peptide Complex. Derived from the 2003 Human Genome Project, Bio-Advanced Peptide Complex creates a never-before-seen shield of protection and precisely imitates peptides to keep hair healthy.
“By mimicking the exact peptide chain needed to optimally repair and protect hair, Bio-Advanced Peptide Complex goes above and beyond the limits of human hair keratin–not only repairing the exact sites of damage, but also preventing future damage by creating a molecular shield of protection around the hair structure that lasts up to 25 shampoos,” explains Rushi Tasker, Director of Research & Development.
JOICO Bio-Advanced Peptide Complex is now featured in all JOICO shampoos, conditioners, treatments and the new stylers to make hair dramatically stronger and healthier, even after just one use. Taking this one step further, JOICO’s brand reinvention is focusing on a new collection of star stylers all formulated with the Bio-Advanced Peptide Complex, plus a special POWER series of stylers containing AquaLastik™. These next-generation stylers, including Power Spray™ Fast-Dry Finishing Spray, Power Whip™ Whipped Foam, Power Gel™ Sculpting Gel form a crystal-clear web of durable, humidity-proof hold that can be recharged and restyled for up to 72 hours.
“Hold, shine and flexibility are the holy trinity when it comes to hairstyling,” says Joico International Artistic Director Damien Carney. “With the new JOICO Power Series and range of styling products I can use heated tools to create beautiful, natural looking styles that stay put – this is what we’re seeing in the salons, natural-looking healthy styles that shine. And thanks to the formula’s flexibility, I can restyle and rework a look immediately.”
“Joico has always been a leader in hair repair and even better hair reconstruction, and with this latest breakthrough in our science, the basis of every great product we produce, we’re not just leading the way, we’re forging a new way to think about haircare,” boasts Sara Jones, Joico Sr. V.P. and General Manager.