The Future of Hair Science Will TURN HEADS

LOS ANGELES, Jan. 7, 2013 /PRNewswire/ -- JOICO is marking a monumental moment in hair science with DNA-based breakthroughs.  We know that healthy hair is like a DNA chain, and damaged hair is a result of missing links that broke off or fell away.  But what if we could restore the missing links to achieve healthy hair like never before?  That would be monumental … and, for JOICO, it is.   JOICO has found the missing links in damaged hair, and perfectly engineered DNA-based science into a new ingredient that will be featured in its entire breadth of haircare products.  With this innovative scientific development, the research and development team at JOICO has opened a new door to discover technology that will change hair formulations and the industry forever.  JOICO's extensive brand transformation includes new product formulations, eleven next-generation stylers and a brand face lift. 

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SCIENTIFIC BREAKTHROUGH:  BIO-ADVANCED PEPTIDE COMPLEX, LASTS FOR UP TO 25 SHAMPOOS
The power of DNA science and the latest advancements in bio-mimicry together unveil JOICO's patent-pending Bio-Advanced Peptide Complex™, the most powerful, targeted hair repair technology ever created. 

Thirty years ago JOICO launched hydrolyzed keratin to repair and reconstruct damaged hair. A breakthrough at that time, it was the process of breaking keratin into small pieces to penetrate the hair shaft.  Since then, the brand's unwavering commitment to research and development has yielded new, evolved forms of human hair keratin, including the Bio-Advanced Peptide Complex.  Derived from the 2003 Human Genome Project, Bio-Advanced Peptide Complex creates a never-before-seen shield of protection and precisely imitates peptides to keep hair healthy.

The thirteen-year Human Genome Project coordinated by the U.S. Department of Energy and the National Institute of Health made it possible to understand the DNA structure of every part of the human body… including hair.  Joico's scientists understood early on that in unearthing the DNA structure of hair the genome project could lead to a futuristic approach to hair reconstruction. Now able to see the exact structure of human hair, Joico's scientists got to work on identifying which peptides get weakened and damaged thus leading our formulators to engineer a highly functional and advanced peptide amino acid chain that replicates any portion of hair keratin.  JOICO's Bio-Advanced Peptide Complex peptides replicate the exact amino acids in the exact order of the peptides that cause damage in hair.

"By mimicking the exact peptide chain needed to optimally repair and protect hair, Bio-Advanced Peptide Complex goes above and beyond the limits of human hair keratin–not only repairing the exact sites of damage, but also preventing future damage by creating a molecular shield of protection around the hair structure that lasts up to 25 shampoos," explains Rushi Tasker, Director of Research & Development. 

JOICO Bio-Advanced Peptide Complex is now featured in all JOICO shampoos, conditioners, treatments and the new stylers.  While some keratin-based products can over-keratinize hair, the JOICO formula is carefully balanced and gives a soft, shiny and supple feel to the hair, in addition to longer-lasting reconstruction and increased strength and elasticity like no other keratin product today can do.  Hair becomes dramatically stronger and healthier, even after just one use.

TRANSFORMING STYLE: NEXT GENERATION STYLERS
As part of JOICO's brand reinvention, the brand is introducing a new collection of star stylers all formulated with the ground breaking technology of Bio-Advanced Peptide Complex, plus a special POWER series of stylers containing AquaLastik™, yet another innovation that transforms already high-performance products into a head-turning arsenal of style for professional stylists and everyday consumers. Every product in the collection is made with the ultimate in long-lasting hold, flexibility, shine and restyleability, to perfectly compliment anyone's everyday haircare regimen and elevate any stylist's vision.

POWER SERIES with AquaLastik™
Luminous, long-lasting hold without a stiff or sticky feel. These next-generation stylers, including Power Spray™ Fast-Dry Finishing Spray, Power Whip™Whipped Foam, Power Gel™ Sculpting Gel,  deliver the ultimate in powerful yet flexible hold thanks to Joico's exclusive AquaLastik™ technology, which forms a crystal-clear web of durable, humidity-proof hold that can be recharged and restyled for up to 72 hours.

"Hold, shine and flexibility are the holy trinity when it comes to hairstyling," says Joico International Artistic Director Damien Carney.  "With the new JOICO Power Series and range of styling products I can use heated tools to create beautiful, natural looking styles that stay put – this is what we're seeing in the salons, natural-looking healthy styles that shine. And thanks to the formula's flexibility, I can restyle and rework a look immediately."

BOLDER. SEXIER. BETTER THAN EVER
"By igniting a new brand image that is both contemporary and innovative, JOICO will set a new standard of beautiful hair for its customers," says Candy Gebhart, Senior Director of Marketing.  "At JOICO we enable our stylists to transform consumers with our products – not just in the way their hair looks, but more importantly, in the way their customers feel.  Our heritage demands we push the limits of science forward and offer the most effective products for beautiful hair that turns heads."

Watch more on the new JOICO here.

The JOICO Power Series and new styling line join the award-winning reformulated range of problem-solution collections for every hair type, including K-Pak, Color Endure, Smooth Cure, Body Luxe, Moisture Recovery and Daily Care beginning in January 2013 in salons nationwide.  For locations and more information go to www.joico.com. 

Joico, a division of Zotos, Inc., a Shiseido company, has been pioneering revolutionary hair-science and artfully blending it with the latest innovations in hair care creating beautiful, healthy hair that Turns Heads since 1975. All Joico hair care, styling, haircolor and texture products fuse the latest breakthroughs in hair care science with inspirations from the worlds of art and fashion, to offer exceptional quality, unparalleled performance and lasting beauty from the inside out.

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