28 May 2022

A Global Revolution in Bond Building by Joico

Introducing Joico Defy Damage – The Next Generation of Bond Building! A new line of professional in-salon bond-building, -protecting, -strengthening and color optimizing treatments plus an at-home care range that has to be experienced to be believed!

With exponential growth in color services, the overwhelming concern for Joico was to improve the hair health and conditioning while facilitating the hairstylist’s job and guaranteeing top-quality results. And they would settle for nothing less!

What Joico came up with was a brilliant innovation in bond building: the Defy Damage ProSeries sets out to save professionals’ time in their color services and blow-outs, while improving color results and protecting hair.

Joico’s Defy Damage ProSeries is a two-step, in-salon treatment that can be used effectively with any hair color and lightener to optimize product performance and provide powerful damage protection. By helping to build, protect and strengthen hair bonds – before, during, and after every chemical service – clients enjoy the healthy-looking hair that you have to see and feel to believe.

To prolong such outstanding results, the Defy Damage Home Care System protects all hair types from the potentially negative effects of daily heat styling, UV exposure and environmental pollution that can take their toll on any color service. 

As always when it comes to such cutting-edge innovations, the secret to such start-to-finish damage protection lies in the formulation of special ingredients: Arginine, Moringa Seed Oil, and a Protective Lipid.

Moreover, the proprietary Joico SmartRelease Technology is a one-of-a-kind liposome delivery system that provides three healthy-hair ingredients –Rose Hip Oil, Arginine, and Keratin– that are then released over time to help repair, strengthen and protect hair from the cumulative effects of daily styling.

The new bond-building duo, Defy Damage ProSeries 1 and 2, consist of a bond-protecting color optimizer spray and a bond-strengthening color treatment for in-salon professional use only.

Retail opportunities are opened up thanks to the line-up of at-home products like Defy Damage Protective Shampoo, Defy Damage Protective Conditioner, Defy Damage Protective Masque, and Defy Damage Protective Shield to keep clients looking their best between appointments.

Find out more at Joico.com


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