Helping clients maintain vibrant, glossy colour long after leaving the salon.
Published:JOICO is encouraging salons to prioritise hair health this summer with its K-Pak Hair Repair System and K-Pak Color Therapy range, designed to help clients maintain vibrant, glossy colour long after leaving the salon.
Positioned as the ideal pre- and post-colour care solution, the four-step JOICO Professional K-Pak Hair Repair System is formulated to reconstruct, strengthen and hydrate damaged hair while enhancing the performance of colour, perming and straightening services. According to the brand, the treatment delivers hair that is instantly up to 2.7 times stronger compared with damaged hair washed with a non-conditioning shampoo.
Valentina Malta, JOICO ICE Member and Next Gen Member, said: “Nothing looks better than healthy, shiny hair, and I always use the JOICO Professional K-Pak Hair Repair System to ensure my colour services look and feel their best, maintaining that fresh-from-the-salon glow.”
To help clients prolong colour results at home, JOICO is also highlighting its K-Pak Color Therapy collection. The retail range is designed to preserve colour vibrancy while protecting against fading, breakage and environmental stress.
The collection includes a colour-protecting shampoo and conditioner, alongside the Luster Lock range, featuring a daily shine and protect spray, an instant shine and repair treatment, and a glossing oil formulated to boost shine while helping strengthen and protect the hair.
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Concept & Color Direction: Bona Joerg & Valentina Malta
Creative Direction: Bruno Marc Giamattei
Fashion Producer: Bookin’ Agency
AD: Vittorio Masciarelli
Photography: Carlo Battillocchi
Stylist: Romina Power
Make-up Artist: Markus Theisen
Video Direction: Mariam Reza Beigi
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Bona Jörg, JOICO Creative Color Artist EMEA and Blonde Life Ambassador for Europe, commented: “Adding warmth to the hair instantly enhances shine and gloss, but maintaining that luminosity is just as important. I always recommend JOICO K-Pak Color Therapy to my colour clients to help keep their hair healthy, vibrant and glossy between salon visits.”
By combining an in-salon repair service with a targeted homecare routine, JOICO aims to help salons maximise colour longevity while keeping hair looking healthy throughout the summer months.
For more info please visit www.joico.eu, or follow on Instagram @joicoeurope.
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