Almost nine months 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), Olivia 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!
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 – this is the next generation in bond building! 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 this new bond-building and -protecting duo, 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 build, 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.
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.
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 we have our 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 our new SmartRelease Technology.
WATCH THE VIDEO BELOW!