Protect what you love: Defy Damage

One of the most damaging environmental aggressors for hair is the sun! Kickstart your summer season by educating your clients on the need to seriously show hair the love whether they’re staying local or travelling for a holiday. Joico’s Defy Damage is a perfect partner in combatting heat stress – whether due to UV exposure, environmental pollution and heat-styling… keeping hair in tip-top condition, and healthy-looking.

Defy Damage

Day and night, (yep we’re talking hair protection even through sleep), Joico’s proposal means clients can protect what they love not only during the hot summer days but throughout the balmy nights, too. As the expert in haircare, talk to your clients about preventing damage before it happens, as well as repairing damaged hair.

Defy Damage is a regimen which includes the bond-strengthening triple whammy of Defy Damage Protective Shampoo and Protective Conditioner along with Defy Damage Protective Masque, which replenishes hair without weighing it down. Together they protect from heat-styling and leave hair looking soft and shiny. These three daytime hair protection products form a routine which is completed with Defy Damage Protective Shield to prevent against colour fade, heat-styling, UV and environmental damage. Phew! That’s some promise and it’s a 24/7 proposition as damage limitation continues throughout the day and into the evening and bedtime by applying Defy Damage Sleepover to nourish hair while sleeping, working through the night to fortify bonds to deliver softer, shinier and visibly healthier looking hair by morning. 

The secret revealed

Defy Damage is powered by SmartRelease Technology. Unique to Joico. This is a one-of-a-kind delivery system packing a punch with triple-powered, healthy-hair ingredients; Keratin and Arginine (penetrate the hair to repair damaged sites and strengthen hair); Rosehip Oil (adds softness and shine to the cuticle layer) – inside an invisible liposome. This delivery system offers continuous release to the hair – to help repair, strengthen, and protect hair from the cumulative effects of daily styling and wear. 

Defy Damage regimen

Defy Damage Protective Shield: To guard against thermal and UV damage, a true damage defense hero against the harsh effect of daily styling and exposure to UV and environmental pollution, Defy Damage Protective Shield helps prevent damage and guards against color fade for beautiful, vibrant, healthy looking hair. 
• Used on damp hair prior to styling, hair is fortified inside and out 
• Instant, daily protection from damaging heat, UV and environmental exposure 
• Makes hair 4x more resistant to breakage during heat styling (against combing breakage on clean damaged hair) 
• Protects against color fade 
• Thermal protection up to 232øC 
• Leaves hair soft, shiny and looking healthy

Defy Damage Sleepover: A unique, comforting fragrance (with notes of vanilla and lavender) encourages relaxation, and just a few pumps before bed and come morning, you’re ready to wake up and glow! This no-rinse treatment gives you performance and convenience wrapped up in one relaxing scent-mix of lavender, freesia, honeysuckle, and tiara flower, among other. Protecting your hair against pollution**, strengthening and nourishing hair and more, all done as you blissfully sleep. A zero-effort, sleep- in treatment that works on damp or dry strands to give you stronger, gorgeously radiant hair by breakfast. 
• Nourishes hair and strengthens bonds while you sleep*
• Reduces the appearance of split ends 
• Instantly softens & smooths hair 
• Boosts shine 
• Protects against pollution** 
*Against combing breakage on damaged hair vs. a non-conditioning shampoo

**Laboratory tested using pollution particles ** Laboratory tested using pollution particles 

So now you know – share that info! Defy Damage offers you a way to talk to clients and give them what they need to keep hair loved throughout the Summer!
#joicoeurope #defydamage #hairfeels #haircare #protectwhatyoulove #summer2022  #heatstyling