joi of healthy hair

A joiful year of healthy hair colour!

rjhandley Jump for Joico

With innovation after colour innovation, and launch after launch Joico has been on flying form in 2017. With every innovation, the brand strives to return hair to its strongest, healthiest and shiniest state – truly fulfilling their tagline ‘the joi of healthy hair’. Vitality, colour and shine promote a radiance (and client confidence!) that cannot be ignored and that is what Joico are focused on achieving for every head of hair. Love it! So let’s take a little look at what the brand has been up to to promote healthy, joi-ful hair this year:  
• The first major launch of the year was the pioneering Blonde Life, a four-product strong lightening and brightening range that offered 9+ levels of fast-acting lift which simultaneously strengthens and nourishes hair. Then came the addition of the Blonde Life Brightening Veil – a multi-tasking, leave-in wonder that hydrates and strengthens, whilst acting as a protectant again thermal, environmental and UV damage. Nice! 
• The Color Intensity line from Joico is perennially popular and thanks to the trend-led shade additions of the past year, continues to be a best-seller! A Metallic Muse collection introduced five new luxe shades: Moonstone, Violet, Bronze, Mauve Quartz and Pewter. Then noting a shift toward bold, bright colours, Joico introduced Kelly Green and True Blue to take the Color Intensity range to a total of 31 intermixable, semi-permeant shades. Wowza! 
• A festival favourite, Joico’s InstaTints are seen everywhere from June-September when consumers worldwide are looking to change up their look – with zero commitment. Five new colours were introduced: Hot Pink, Ruby Red, Purple, Periwinkle and Titanium to join the original offering. And as the metallic trend showed no sign of slowing down, Joico introduced the Cosmic collection trio: Rose Gold, Violet Opal and Amethyst taking the range to 13 fashion-inspired shades to love and layer. 
• The LumiShine range has also expanded in 2017 with a new line for Demi-Permanent Liquid Colors and the addition of a Natural Red-Gold series to the brands Repair+ Permenant Creme Color line. 
• New in the Vero K-Pack offering is the Color Age Defy Platinum Ash shades which freezes out brassiness, providing great coverage; a softer, more manageable hair texture; renewed lustre and vibrancy as well as conditioning elements. It’s a real hair win, especially due to the on-trend grey-blue platinum base.
• The newest and perhaps most exciting launch from Joico – the cherry on the cake – from what has been an exceptionally JOIful year of healthy hair colour is the new Color Butters. Why are they so special? Well, they are a rich-yet-weightless treatment that gives a pop of temporary colour with intense conditioning benefits that can reduce breakage by up to 44%. Plus, the colours are pretty cute too: Green, Blue, Titanium, Purple, Red and Pink. 

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