The JOICO new Defy Damage collection protects all hair types from the ravaging effects of daily heat styling, UV exposure and environmental exposure preventing frizz, breakage 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.
With a legacy of performance dating back to 1975, JOICO continues to redefine healthy hair care with cutting-edge solutions, with the launch of the acclaimed Defy Damage KBOND20 and Defy Damage IN A FLASH joining the award-winning portfolio, catering to salon professionals and their discerning consumers alike.
NEW JOICO® Defy Damage KBOND20:
Healthy Hair – Super Charged
What do you get when you combine a legacy of JOICO supercharged hair repair and the power of damage control in a single, extraordinary product?
Meet KBOND20, the super-charged masque from Defy Damage
A brand-new, bond-building treatment that doubles down on technology for 5X stronger* hair.
*Against combing breakage on damaged hair during heat styling.
Known for its legacy of performance in haircare with unmatched products and history-making science, JOICO has been dedicated to healthy hair since 1975. The ‘joi-ful’ brand has never rested on its laurels, but is bringing its heritage of healthy hair and innovations into the future. A few years ago, JOICO set a new bar with SmartRelease® Technology, the brand’s one-of-a-kind skincare inspired liposome delivery system that continuously releases healthy-hair ingredients - repairing, strengthening and protecting hair from the cumulative effects of daily styling.
Enter KBOND20.
Part of the award-winning Defy Damage line-up, KBOND20 is the most powerful masque/treatment of JOICO yet, and with a history of performance-driven innovations in the space, this is no foolhardy statement.
True to its brand DNA, starting from K-PAK’s historic 18-time Stylist Choice Award-winning K-PAK Reconstructor (original formula) JOICO continues the legacy of performance with new technology in its latest winning Defy Damage range.
KBOND20 promises to deliver remarkable transformative results in a single treatment, including:
5X-stronger* hair in one use
Rebuilds, strengthens and protects** bonds
Rich hydration
Instantly detangles
Normalizes pH
Color safe
Animal test free
*Against combing breakage on damaged hair during heat styling.
**Protects hair from mechanical, thermal and environmental damage
At JOICO, Wendy van der Helm, Education Manager JOICO EMEA comments “I am truly in love with the incredible shine the product gives. It detangles hair easily without waying down even the finest hair – and no doubt, it works very effectively as a bond builder.”
And Introducing IN A FLASH:
The 7-Second Bond Builder by JOICO® Defy Damage
JOICO unveils its latest breakthrough: Defy Damage IN A FLASH, a transformative rinse-out treatment designed to build bonds and fortify hair structure in just 7 seconds. Harnessing the power of Defy Damage technology, this liquid-to-crème formula delivers an instant transformation, making hair stronger* and more resilient against breakage.*
IN A FLASH is the ultimate solution for time-pressed individuals seeking maximum results in
minimal time.
In just 7 seconds, this rapid treatment offers a myriad of benefits:
Hair is up to 20x more resistant to breakage*
Creates bonds and strengthens the hair structure
Leaves hair silky smooth without weighing down
Safe for color-treated hair
Silicone-free
PETA-certified, Animal-Free Testing
*Against combing breakage on damaged hair during heat styling.
With Enhanced Bonding Technology and Liquid Keratin, this damage-defying treatment starts building bonds from the first shampoo application, providing unparalleled protection against hair breakage.
Els Philips, Technical Education Manager at JOICO EMEA, expresses her enthusiasm for IN A FLASH: “I was one of the first who had the privilege to try this amazing treatment. I have naturally curly and dry hair, which is a challenge for many hair products. When I saw the result of IN A FLASH, I was really blown away: I had wonderful curly definition, no frizz, incredibly silky and shiny hair without it feeling heavy. And the best: The effect lasted, many of my colleagues and friends asked me what I had used on my hair even days after its application. The change was so visible”.
To order yours today, contact JOICO on:
Email: ulrica@twincare.co.za
Facebook: www.facebook.com/joicosouthafrica
Instagram: www.instagram.com/joico_sa/
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