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See It. Feel It. Believe It... JOICO Launches Defy Damage

The breakthrough hairstylists and their clients have been waiting for.

Helmond, the Netherlands – JOICO launches a breakthrough in hair care: Defy Damage. A new line of professional in-salon bond-protecting and color-protecting treatments and an at-home care range that has to be experienced to be believed.

First up, Defy Damage ProSeries, in-salon two-step treatment. The ProSeries 1, the bond-protecting color optimizing spray, is a true innovation in the hair industry. A first of its kind, the ProSeries 1 bond-protecting spray will make jaws drop. The “bond” trend in professional color services has become the new standard but Defy Damage ProSeries 1 will not only defy this standard, as a completely new way of looking at needs of hairstylists and clients’ hair, this product will be the new standard. It will save professionals’ time in their color services and blow-outs, and it will make color results better, as well as protect the hair.

With new Defy Damage ProSeries 1 & 2 stylists can literally defy damage and deliver mind-blowing performance with every color and lightening service. Defy Damage ProSeries from JOICO works beautifully with any hair color and lightener to optimize product performance and provide powerful damage protection. In two easy steps it helps protect and strengthen hair bonds – before, during and after every chemical service – helping to ensure the healthiest-looking hair possible…and stunning results you have to see, and feel, to believe.

Next, Defy Damage Home Care System. The at-home system protects all hair types from the ravaging effects of daily heat styling. UV exposure and environmental pollution that lead to dry, dull, lackluster locks. This damage-defying breakthrough helps protect and strengthen hair bonds for a healthy hair transformation, you can see and feel.

Why would a product range like this matter to stylists and their clients? From frequent chemical services, every-day use of heat tools, environmental pollutants and UV damage – facing the struggles of damaging hair to “get the look” – and keep it – is not only real, it’s daily and can put clients’ hair at major risk. Enter Defy Damage and a 1-2 step, “spray and go” easy in-salon system, and the at-home care for clients, by JOICO – the company that puts healthy hair on the map – has created the next big thing in hair care.

The secret behind this true breakthrough in start-to-finish damage protection is in the key ingredients: Arginine, Moringa Seed Oil, and a Protective Lipid. Beyond this there’s the new Smart Release Technology – a one-of-a-kind liposome delivery system that packs a punch by providing a trifecta of healthy-hair ingredients that continuously release Rose Hip Oil, Arginine, and Keratin – repairing, strengthening and protecting the hair from the cumulative effects of daily styling. Defy Damage ProSeries contains a higher concentration of the new Smart Release Technology from JOICO.

Why Defy Damage will be loved:

ProSeries In-Salon Treatment

  • 80% less breakage*

  • 5x stronger hair*

  • Increased & more even lift

  • Bond renewal & strengthening

  • Evens porosity for better color deposit

  • Maintains over 90% of color vibrancy**

  • Start to finish bond protection

  • Immediate soft feel

  • Increase shine

At-home Care System

  • 80% less breakage

  • 5x stronger hair

  • Maintains over 90% of color vibrancy**

  • Strengthens & rebuild bonds

  • See results after just one use

  • Immediate soft feel

  • Increase shine

*Against combing breakage on damaged hair during heat styling using Defy Damage Protective Shampoo and Masque vs. a non-conditioning shampoo

**After ten shampoos, when using Defy Damage Protective Shampoo and Masque

The products

Defy Damage ProSeries 1 – bond-protecting color optimizer spray

Step one of the in-salon service. A powerful, ultra-dry spray that instantly shields hair from chemical service damage, improves color deposit, and provides greater lift when lightening.

Professional use only. Contains higher concentration of JOICO’s Smart Release Technology (358ml/8.4 net oz.). RRP £20.00

Defy Damage ProSeries 2 – bond strengthening color treatment

An intensive bond strengthening treatment to help replenish bonds, strengthen hair and hydrate, for damage resistant, healthy-looking hair in just one use.

Professional use only. Contains higher concentration of JOICO’s Smart Release Technology (500ml/16.9 fl. oz.). RRP £20.00

Defy Damage Protective Shampoo – for bond-strengthening and color longevity

With a rich, luxurious lather, this gentle daily cleanser protects hair both in the salon and at home with damage-prevention ingredients: swiftly sloughing away dirt, and build-up without roughing up the hair cuticle or stripping vibrant color. The results are shiny, smooth, clean strands – wonderfully resilient and healthy looking. Free of SLS/SLES Sulfates (SLS/SLES Sulfates = Sodium Lauryl Sulfate/Sodium Laureth Sulfate) (300ml/10.1 fl. oz.) 300ml RRP £17.50. Page Break

Defy Damage Protective Conditioner – for bond-strengthening and color longevity

Replenish moisture and build resilience everyday with Defy Damage Conditioner without weighing the hair down. It prevents and protects from daily damage, boosts vital moisture, it instantly detangles hair and leaves hair soft, shiny and looking healthy (250ml/8.5 fl. oz.). 250ml RRP £18.00

Defy Damage Protective Masque – for bond-strengthening and color longevity

Defy Damage Protective Masque goes deep to infuse hair with a brilliant, bond-strengthening defense. The result? Less breakage, more protection from heat styling. Hair has instant softness and shine.

  • Helps to rebuild broken hair bonds

  • Deeply replenishes hair without weighing it down

  • See results after the very first use

  • Proactively builds hair’s resistance to damage

  • Leaves hair soft, shiny and looking healthy

(150ml/5.1 fl. oz.) 150ml RRP £19.50.

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 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

  • Leaves hair soft, shiny and looking healthy

(100ml/3.38 fl. oz.) 100ml RRP £19.50.

JOICO Defy Damage will be available in salons as of March 2019. For more information please visit

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