INSTYLE March-April 2019

INFEATURE
DEFIANCE
Joico’s all-new technology strengthens, protects
and fights against damage, stopping you in your
well-worn salon tracks to see it for yourself.
The all-new Defy Damage from Joico has an intriguing
origin story worthy of the new technology. The
innovation saw well-known hairdressers, such as
Larisa Love, Phil Ring, Denis De Souza and Olivia
Smalley, brought to California under a top secret
mission only titled Project D. The secrecy shielded the fact that
they would be experiencing Defy Damage before anyone else – it
was revolutionary technology worthy of the CIA-level mission,
and its now making its way to your salon.
The top-tier technology works in two different systems. The
Defy Damage ProSeries is the salon iteration, a two-step insalon
treatment that protects bonds and optimises colour, acting
as a revolution in the industry. With the ProSeries 1 and 2, the
hairdresser is saved time on colour services and blow dries, while
premium results are to be expected.
In the Home Care System, the products are built to specifically
and consistently protect against daily heat styling, UV exposure
and environmental pollution, which can often lead to dryer,
duller hair. The instantaneous products are fortified by a cocktail
of arginine, moringa seed oil and a protective lipid, as well as
SmartRelease technology, which continuously releases rose hip
oil, arginine and keratin in a clever delivery method. The results
are repaired, strengthened and protected hair, created through
intelligent innovations.
The products that utilise these formulas include the insalon
series, as well as the Defy Damage Protective Shampoo,
Conditioner, Masque and Shield, each of them luxe products that
stand to remove impurities from the hair, boost moisture, fight
against daily damage, prolong colour and ultimately leave hair soft
and shiny for aesthetic and tactile brilliance.
The range has reported 80 per cent less breakage and five times
stronger hair over time, with improved lift, even porosity, added
vibrancy, colour that’s easier to maintain and more, as well as
instant results that can be seen after just one use.
It’s the kind of magic that will have you and your clients
rubbing your eyes and wondering how the trick is done. This top
secret mission is on the precipice of hair innovation, don’t fall
behind as it races ahead.
For more information visit www.joico.com
88 INSTYLE