Creative Head UK September 2020

With more than four decades of healthy hair history behind it, you’d think the team at JOICO would be pretty
happy to work with what they’ve got. Not so – the iconic K-PAK collection, a staple for so many JOICO artists
and stylists across the globe, has been revamped for 2020. And you don’t need to choose between hair health
and supreme colour results – JOICO K-PAK Color Therapy also has a new look and new technology.
You can never get too much of a good thing!
The much-loved JOICO K-PAK formulas have enjoyed a serious upgrade for the new decade, and are
supercharged to rescue and restore damaged locks to their former glory. Expect dazzling shine, a healthylooking
finish and improved texture from the off. The improvement is powered by the latest upgrade in JOICO’s
SmartRelease liposome technology, which allows for continual repair, strength and protection exactly where the
hair needs it the most.
In just four simple steps you can transform your clients’ hair with backbar treatments designed to reconstruct,
rebuild and protect damaged tresses for a remarkably healthy-looking result. The in-salon Hair Repair System
treatments work deep within the hair shaft to enhance the performance of all colour, perming and
straightening services you might be using. After just one use the hair looks and feels incredible, giving
almost three-times stronger hair.*
Take a closer look
Innovative JOICO SmartRelease technology features key ingredients that pack a serious punch to tame hair…
• Keratin to help replace lost proteins in the hair structure
• Guava fruit extract to protect hair against free radicals, UV damage and aid styling
• Evening primrose oil full of omega-6 and gamma-linolenic essential fatty acids to help nourish hair back to health
• JOICO SmartRelease Technology is a one-of-a-kind liposome delivery system to continuously provide hair with a steady
stream of rosehip oil, arginine and keratin to help repair, strengthen and protect hair from cumulative daily damage
Intrigued? Of course you are. Meet the superheroes that will amp up your salon experience…