2 October 2022

Live the Blonde Life! NEW Joico Blonde Life Lightening & Brightening System

Going and staying blonde can brighten your life but it can be tough – on your hair! That’s why Joico, the healthy hair company, invites you to LIVE THE BLONDE LIFE with its new line just for all these “blondes-by-choice!”

When you think about it, blondes make quite the commitment. What with the roots, the touch-ups, the toning, the damage, and the dulling, going blonde – and staying fresh-out-of-the-chair blonde – is a high-maintenance mission. No wonder they’re clamoring for products to protect their investment. Joico Blonde Lifeis a lightening and brightening system just for blondes… and those who want to be lifted to new heights without sacrificing hair’s shine or condition.

As a colorist you help your clients reach their blonde goals by giving them that beautiful blonde they want using Blonde Life Lightening Powder for 9+ levels of lift! – but many struggle with maintenance after. Blondes want to keep that fresh color you just gave them – that healthy, on-tone, gorgeous look – for as long as possible. Joico Blonde Life care products gives your clients the royal treatment at home with a trio of intensely nurturing, sulfate-free formulas specially formulated to combat the dreaded “B’s” (a.k.a. brassiness, brittleness and breakage) many blondes face after they leave the salon!

The Joico Blonde Life Brightening Shampoo, Conditioner, and Masque (and Lightener) – created with the strand-strengthening amino acid Arginine, and an exotic, nutrient-rich blend of Tamanu and Monoi oils—banish the challenges of brassiness, off-tones, fading and damage that blondes struggle with daily. Trust us, with Blonde Life, your clients really will have more fun.

According to StatisticBrain.com 79 percent of “intentional” blondes –tired of dealing with coarse, porous, hard-to-detangle hair– are looking for products that specifically work to nourish and revive their delicate strands. By combining elasticity-boosting Arginine, rich oils Monoi and Tamanu, with detoxifiers and Joico Bio-Advanced Peptide Complex®, Blonde Life repairs damage, replenishes strength, and prevents breakage in one fell swoop.


Proven to keep blondes bright and on-tone for up to 8 weeks (when using Brightening Shampoo and Conditioner/Masque, which preserve over 80% of haircolor after 18 washes).
– Blondes that look healthier & feel nourished.
– Strengthens hair, reducing breakage by over 54% in just one treatment (against combing breakage on damaged hair; in reference to Blonde Life Lightening Powder when used with Joico Blonde Life Brightening Masque vs. a non-conditioning bleach).
Up to 9+ levels of fast-acting lift (refers to Blonde Life Lightening Powder).
– The quickest way to brighten and lighten hair (refers to Blonde Life Lightening Powder vs. other Joico lighteners)
– The Blonde Life system’s soft while seductive notes of Jasmin and vanilla are complemented by fresh notes of nectarine, green melon and Meyer lemon, with base notes including sugared musk, vanilla and Cashmere Musk.

Blonde Life™ Brightening Shampoo: to nourish and illuminate
Joico’s Blonde Life Brightening Shampoo, is designed specifically for bleached, double-processed, and high-lift blondes. This gentle sulfate-free cleanser whips up into a luscious lather, then cleanses hair using a high-tech system that lifts and suspends dirt and oil in “micelles” (a fancy term for a bubble-like molecular arrangement) and quickly rinses them away. Along with it go unwanted yellow tones that turn blonde hair brassy. What you get instead is lustrous color, plus a soft, clean feel with no-drag wet combing so hair is perfectly prepped for a blow-dry. (10.1 oz. $16.99 SRP)

Blonde Life™ Brightening Conditioner: for illuminating hydration & softness
Forget the heavy, gloppy treatments that weigh down fine, blonde strands. This nourishing formula combines the lightness of a lotion and the power of a serum to give you instant, intense hydration and incredible champagne-shine. Each highlighted strand is polished to a high gleam, giving you incredible shine and detangling power. This is a deeply nourishing conditioner that instantly revives blonde hair without weighing things down. (8.5 oz. $17.99 SRP)

Blonde Life™ Brightening Masque: to intensely hydrate, detox & illuminate
A quick-acting product designed to hydrate, soften, and illuminate blonde hair, by neutralizing chlorine and removing those nasty trace minerals known to turn a gorgeous head of blonde hair into a dull, yellowy mess. The perfect companion for Blonde Life Shampoo and Conditioner, this instant treatment transforms bleached, brassy, fried hair into soft, glossy, reflective strands that have body and elasticity – the kind that makes everything move, bounce, and shine in that I-want-her-hair way. (5.1 oz. $19.99 SRP)

Blonde Life™ Lightening Powder: on- or off-scalp lightener
Simply put, your client’s blonde, better.

  • – Enhances golden strands with an ultra-high-lift formula that safely kicks you up to 9+ levels faster than any previous Joico lightener
  • – Powerful conditioning formula –
  1. · so no damaging multiple applications
  2. · reduce breakage*
  3. · bypass the hassle of additives
  • – Use with foils or without
  • – Easy to rinse and remove
  • – With Arginine, Tamanu and Monoi oils

Off-Scalp: Mix to desired consistency (1:1 or 1:2) 1 scoop of Blonde Life Lightening Powder with 1 or 2 oz of 10 (3%), 20 (6%), 30 (9%) or 40 (12%) Volume Veroxide® or LumiShine® Crème Developer.

On-Scalp: Mix (1:2) 1 scoop of Blonde Life Lightening Powder with 2 oz of 10 (3%) or 20 (6%) Volume Veroxide or LumiShine Crème Developer. (DO NOT USE 30 (9%) or 40 (12%) Volume for on ON-SCALP mixtures.)

Processing: Process up to 60 minutes without heat; rinse thoroughly, then shampoo with Blonde Life Brightening Shampoo and follow with Blonde Life Brightening Masque.

(16 oz. $19.99 Salon Price)

*Against combing breakage on damaged hair; when used with Joico Blonde Life Brightening Masque vs. a non-conditioning bleach.

Sure, living the Blonde Life takes time… and money… and patience. But the payoff –when you care for your client’s fair hair with perfectly targeted products– is huge. Because in all their misunderstood glory, blondes really do have more fun.

From platinum ice, to warm and nice – fun-loving bombshell to glamorous caramel, Joico Blonde Life Brightening Shampoo, Conditioner and Masque are available as of March 2017 for ALL BLONDES who want to LIVE THE BLONDE LIFE! Go to Joico.com to find out where to buy.


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