26 February 2024

Joico’s Base Breaker Cool

Thanks to Joico’s new formula, now you can lighten and tone in one easy step.

Joico, already a leader in hair color in terms of both technology and trends, introduced Joico Base Breaker last year to lift hair one level in just 10 minutes. Well now a great product just got better, as the new formula also controls warmth with a subtle cool tone while lightening hair one level – always in just 10 minutes.

This is the perfect ammonia-free solution when you need to “break the base” to soften contrasting regrowth between blonding services. It is also great for gently lifting blondes or brunettes without exposing underlying warmth. And Joico’s exclusive K-PAK Technology with Quadramine Complex ensures that hair is left intensely conditioned and glossy. Moreover, it’s even gentle enough to use at the same time as a lightener or haircolor service.

“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!”

George loves it so much he claims, “I’m using it on many of my celebrity clients, including Maria Menounos and Kourtney Kardashian.”

Visit www.joico.com for more information.


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