Joico Defy Damage Launches: Powerful Protection Against All Hair Damage

The new Defy Damage in-salon treatment and homecare range protects strands every step of the way, for the healthiest looking hair and stunning results that you have to see to believe. It protects all hair types from heat styling, UV exposure and environmental pollution, for a healthy hair transformation you and your clients will love.

Why You will Love It

Defy Damage Pro Series for In Salon Use

In two easy steps and for a much more affordable price than other bond protectors on the market, you will benefit from:

• 80% less breakage

• 5 x stronger hair

• Maintains over 90% of colour vibrancy after 10 shampoos

• Increased lift, and more even results

• Evens porosity for better colour deposit

Defy Damage At Home Care

With formulas that help protect strands every step of the way, your clients will see the results after the very first use, with hair that is soft, with a healthy shine.

More about the Cutting Edge Technology

Defy Damage contains high concentrations of the new Joico SmartRelease technology – as well as 3 magical active ingredients!

SmartRelease technology is able to continuously release healthy-hair ingredients rosehip oil, arginine and keratin, to repair, strengthen and protect hair.

Active ingredients:

Arginine bonds to both positive and negative sites, strengthening hair and encouraging bond renewal.

• Protective Lipid is the exact kind found in healthy hair, acting as a first line of defense to prevent all kinds of damage for immediately visible results.

• Moringa Seed Oil is a rich source of antioxidants, vitamins A and E, and Silica, all essential for healthy, strong, damage-resistant hair with shine and softness.

More About the Defy Damage Pro Series (In Salon Treatment)

Step 1 – Bond Protecting Color Optimizer Spray

This is an ultra-dry bond protector spray that helps shield hair from chemical service damage, improves colour deposit, and optimises lift when lightening. Just spray and go – no mixing or measuring needed. The product contains a high concentration of SmartRelease Technology and Arginine.

Step 2 – Bond Strengthening Color Treatment

This is an intensive treatment that strengthens bonds for damage-resistant, healthy looking hair that is protected against mechanical, thermal and environmental damage. The product contains a high concentration of SmartRelease Technology and Arginine.

More about the Defy Damage At Home Care Range for Bond Strengthening and Color Longevity

Defy Damage Protective Shampoo is SLS/SLES-free. It richly lathers, gently sloughing away dirt, impurities and buildup for smooth, clean strands that are resilient and healthy.

Protective Conditioner replenishes moisture without weighing hair down, helping prevent daily damage and leaving hair soft, shiny and healthy.

Protective Masque is a powerful treatment that infuses hair with a brilliant, bond-strengthening defense system. Clients will instantly see the soft, shiny results as broken bonds are repaired and hair is replenished without weighing it down.

Protective Shield guards against thermal and UV damage, a true defense hero that makes hair 4x more resistant to breakage during heat styling, and protects against colour fade.

Find out more about our amazing, affordable Defy Damage in-salon treatments and state of the art homecare to transform your clients’ hair health! We’d love to visit your salon so you can see it for yourself.

For more info or nearest stockists please call: +27 (21) 876 4113



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