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Wake Up Truly Happy With These 5 Joi Boosters


Remember those days when Mom or Dad would come into your room in the morning and sweep open the blinds? It may have had you reaching for the covers, but our parents instinctively knew a thing or two about how to start the day: Studies show that natural light helps control the body’s circadian rhythms, lifting mood and increasing energy and performance of everyday tasks. So keep up the habit of letting that light into your life as soon as you awaken.



Creating a coffee ritual – something heady and comforting – can turn an ordinary cup of joe into a daily morning moment you actually look forward to. One sure way: With Nespresso’s Vertuo Coffee and Espresso Machine. This affordable, sleek set-up turns out barista-quality brew that’s as joi-ful to make as it is to sip. (Plus, it looks crazy-good on a kitchen counter…another reason to smile every day.)



An arrangement on your nightstand might feel indulgent, but according to researchers at Harvard University, people actually have fewer worries, anxiety, and depression when there are flowers in the home. So prescribe yourself a bouquet of joi and purchase those budding tulips when the spring crop starts blooming.



Knowing you’re going to wake up with really healthy, gorgeous hair is reason to smile. Here’s how: With new Defy Damage, a game-changing at-home care system that protects all hair types from the ravaging effects of daily heat styling, UV, exposure, and environmental pollution. Defy Damage features 4 products — Shampoo, Conditioner, Protective Masque, and Protective Shield – that contain deeply-penetrating ingredients designed to continuously release powerful Rose
Hip Oil, Arginine, and Keratin. It’s round-the-clock protection between every salon visit…so effective, you have to see it (and feel it) to believe it.



This critically important meal actually kickstarts your metabolism, preparing your body for the day ahead. If you dread the morning prep, set yourself up the night before by assembling overnight oats, the makings for an instant smoothie, or a grab-and-go protein sandwich. Trust us: You – and your body – will wake up happy knowing that a healthy breakfast is ready and waiting.

We totally get it. You love your blowouts. Your heat stylers. Your dimensional highlights. And your vibrant color touch-ups.. But you don’t love what all of those chemical services and grooming maneuvers do to your hair. Introducing Defy Damage, a game-changing at-home care system that defies fading, and universally protects color and hair health – especially if you’re partial to color services and exposed to the ravaging effects of daily heat styling, UV, exposure, and environmental pollution. Defy Damage features 4 never-before-seen products that will fundamentally revolutionize the way you care for your hair; building bonds for a healthy transformation that is instantly tangible… and visible. Defy Damage Shampoo, Conditioner, Protective Masque, and Protective Shield contain deeply-penetrating ingredients – Arginine, Moringa Seed Oil, and a Protective Lipid, which team up with Joico’s SmartRelease Technology; a one-of-a-kind liposome delivery system that continuously releases powerful Rose Hip Oil, Arginine, and Keratin. It’s round-the-clock protection between every salon visit and puts YOU at the helm of healthy hair. Over the next few months, you’re going to hear more and more about this pioneering news. But first, let’s get honest about the color we love and the damage it can do. Until now.

Defy Damage: The Next Generation of Bond Building




Time to ‘fess up; and then breathe a sigh of relief as you learn how Defy Damage can come to your rescue….

“I’m in a committed relationship with my flat iron and curling wand.”

Defy Damage Protective Shield is a true damage-defense hero against the harsh effects of daily heat styling and UV exposure, which can literally bake the color right out of your hair. Used prior to styling, hair is fortified inside and out, making it 4 times more resistant to breakage and fading as you create that sleek straight style or mass of curls. And despite all your mechanical messing around, you’ll still have soft, healthy-looking hair with color that seems to gleam from within.


“I love intense color. Especially powerful reds…but they always seem to fade on me.”

The flip side of beautiful, vibrant ginger tones is their tendancy to fade fast (and sometimes brassy) despite our best intentions. That’s why Defy Damage Protective Shampoo is for you. With a rich, luxurious lather, this gentle daily cleanser protects hair with damage-prevention ingredients; swiftly sloughing away dirt, impurities, and build-up without roughing up the hair cuticle and stripping that showcase color. In fact, Defy Damage actually maintains 90% of color vibrancy, so your results are shiny, smooth, clean strands – that look as thought you just stepped out of the salon chair.


“I’m a little rough with that towel-dry after I shower.”

All that rubbing and tugging only serves to break precious hair bonds, the protein structures that contributes to the strength of your hair. Used weekly, Defy Damage Protective Masque goes deep to infuse hair with a brilliant, bond-strengthening defense. The result? Less breakage, and shiny, healthy hair that that eradicates dull color…visible results you can see after the very first use!


“I tug and pull at those gnarly tangles when my hair is wet.”

It’s kind of like flossing…they tell you and tell you, but you don’t heed the advice. Harshly dragging a brush or comb through wet tangles is asking for trouble. As in: You’re setting yourself up for both breakage and hair loss. We’d like to just say, please don’t do it. Instead, we’ll say…try Defy Damage Conditioner and you might not have to wrestle so much. This daily, color-preserving, bond-strengthening formula replenishes moisture and builds resilience in your hair without weighing it down; and (cutting to the chase), it instantly detangles hair so you’ve got amazing glide power with that bad-boy brush or comb.



• Powerful ingredients result in 80% less breakage
• Hair becomes 5X stronger
• Maintains 90% color vibrancy
• You’ll see results after the very first use
• You get complete damage protection
• Injects vital moisture into hair
• Leaves hair soft, shiny, and healthy
• Sulfate-free shampoo preserves investment color, lathers luxuriously, and avoids stripping vital moisture
• Cleansers gently slough away dirt and build-up without roughing up the hair cuticle
• Deep, weekly Restorative treatment boosts your damage protection every 7 days.
• Leaves hair soft, shiny, and healthy



The Inspiration:

Frederic Aspiras created a classic updo to create softness around the face…a perfect 2019 take on Audrey Hepburn’s charming character in the film, Breakfast At Tiffany’s.

Hollywood fun fact:

Gaga was one of three people ever to wear the jaw-dropping Tiffany Diamond (128.54 carats) in its 142-year history. Not surprisingly, one of those times was by Audrey Hepburn in a 1961 Breakfast at Tiffany’s publicity photo.

Gaga’s gown deets:

Labeled “best dressed” in the press, the star’s gown – a black, sleeveless number by Alexander McQueen — was pure drama. Hepburn in its classic color, but totally Gaga in style.

Twitter went insane:

As if the hair, the gown, the diamond, and the win weren’t enough fodder for the tabloids, Gaga and Bradley Cooper’s crazy-sizzling Shallow duet pretty much set the house (and the internet) on fire.

The lowdown on the updo:

1.Prep hair with Joico Defy Damage Protective Shampoo, followed by Joico Defy Damage Protective Masque for 5 minutes.

2.Towel dry.

3.Apply 2 -3 pumps of Joico Defy Damage Protective Shield and comb through using a wide-tooth comb.


4.Apply 1-2 pumps of Joico Blonde Life Brilliant Glow Brightening Oil to damp hair to create off-the-charts and softness. Comb through with a paddle brush.

5.Divide hair into small sections and blow dry using a bristle brush (Size 2) to dry hair away from face.

6.Using a curling iron and curl hair from mid-shaft to ends, creating a loose soft wave.

7.Allow the curls fully.

8.Next, spray hair at the crown and throughout curls with Joico Hair Shake, while loosening up the curls with a paddle brush.

9.Gather hair up into two ponytails (one large and one small). The larger ponytail is at the crown, and the small one at the back of head.

10.Back-comb and shape the ponies into wavy bun.

11.Define curls with a wand

12.Create volume at the top of head.

13.Spray Joico JoiShape Shaping Spray and Joico Power Spray Finishing Spray for extra hold.



Sure, the ability to achieve silky-smooth hair with a flat iron is invaluable. And really…is there any better way to get gorgeous beachy waves than to take a turn with your curling wand? But here’s the straight scoop: “Those irons go up to 450 degrees, which is the temperature pizza is cooked at!

When you look at it that way, it sort of puts things in perspective.” Translation: A pizza is designed to get nice and crispy. Your hair is not.

The Fix: We don’t expect you to ban the heat stylers…but we do expect you to guard those vulnerable strands from the proverbial oven with something powerfully protective.


The solution? Brand-new Defy Damage Leave-In Treatment:

A brilliantly engineered pre-styling product that not only fortifies hair inside and out, and immediately shields against the hot temps, but includes a delivery system that keeps streaming those ingredients day after day. “Defy Damage – the entire line, including Protective Shampoo, Conditioner, and Masque — is life changing for both the stylist and client. It’s
broken so many barriers in terms of lifting hair health and building its integrity,” explains Zoe.



While you think you’re speeding things up, what you’re really doing is shattering the hair’s cuticle, causing strands to fray and break,” explains Zoe.
The Fix: Blot – don’t rub – hair dry.
(Good visual cue: If you wouldn’t do it to a fragile baby, don’t do it to yourself.) A bonus here: Chilling out on all that rubbing and tugging reduces tangles; but if you also apply a few spritzes of Luster Lock Multi-Perfector Daily Shine & Protect Spray, you’ll get the comb-glide of a lifetime.



“K-PAK Color Therapy Restorative Styling Oil has been by my side for years and always will be,” says Zoe. “It’s in my purse, the center console of my car, in every room in my house. I can’t live without the stuff. Blonde Life Brilliant Glow Brightening Oil is another great option if you’re looking to brighten blonde while nourishing and protecting each
But here’s the hitch: When you use them is key to your hair’s health. Zoe’s brilliant analogy: Picture, if you will, a hot frying pan, and what happens to it once you throw some oil in. The oil heats up quickly and fries whatever you throw into the mix. In
this case, your hair.

The Fix: According to Zoe, those nourishing oils are best applied AFTER you’ve done your heat styling – at which point they not only add another protective layer to your hair, but also add out-of-this-world shine.



Ok, so you might not be the person who plops down in the chair and shares the details of your Aunt’s messy divorce; but remember that communication is the key to healthy hair.

The Fix: “Don’t be afraid to ask questions,” advises Zoe. “Educate yourself on what products are being used on your hair…ask for recommendations for at-home care solutions…find out how you can keep your scalp healthy as well.” Think of it like this: If you buy a car, you put in the right gas, have it waxed and polished, make sure it gets a tune-up on a regular basis. When you invest in valuable cut and/or color, your hair deserves the same TLC.


The 901 Download: “We’re seeing a lighter red – almost like a strawberry-red tone with some luscious highlights. Reds are in full force right now; from intensely deep reds to these natural lighter tones, they’re perfect all year long and we’re going to keep seeing them pop up on – what else? – the red carpet.”

The product that nails it:
K-PAK Color Therapy keeps the vibrancy and shine of rich reds like Amy’s intact long after the salon service.



The 901 Download: “When it comes to blonde, Lady Gaga is giving us a full, modern-day, Marilyn Monroe moment with her stunning bleach and tone (by Joico’s very own Celebrity Artist, Frederic Aspiras). We’ve seen similar blondes before, but it’s never been done the way Gaga does it: With the classic vintage-white shade from root to ends…I’m obsessed with this white blonde. It will forever be my favorite!”

The product that nails it:
Blonde Life Brilliant Tone Violet Foam Styler is at Frederic’s side every time he works with Gaga. The dual-action styling breakthrough tackles brass and leaves blonde hair exceptionally cool, smooth, bouncy, and super-soft.



The 901 Download: “With a root look, this is going to be such a big trend for 2019. I think it looks very natural, but still has that edge with the darker root-to-light ends; this is everything right now. Bonus points, too, because those roots make it not only chic, but effortless and low-maintenance.”

The product that nails it:
Color Balance Purple Shampoo and Conditioner keeps the brass at bay, leaving blonde hair like Margot’s super cool between appointments.



The 901 Download: “Rumer Willis made a really huge debut with her brunette hair, co-colored by Amber Maynard and myself. And I think it’s going to have major impact for the year; by going as dark as a level 3 and with so much shine, this becomes a classic brunette look – it not only stays true to Rumer’s natural color, but shows off health and gleam. We used Joico 3N LumiShine Demi-Permanent color and it’s my favorite look on her so far.”

The product that nails it:
K-PAK Color Therapy locks in the depth and health of brunette hair, allowing the rich color to shine in the spotlight.



The 901 Download: “Mandy’s brunette is so natural and effortless looking and that’s going to be a mega trend with brunettes. She has a beautiful, dark base going into natural, caramel-beige ends; which lends a sun-kissed look. This is a huge fav among those with darker hair, because it allows some dimension at the same time. Truly, Mandy is living her best hair life.”

The product that nails it:
Brand-new Defy Damage At-Home Care — a breakthrough collection of bond-protecting and bond-strengthening products including a Shampoo, Conditioner, Masque and Shield that deliver 80% less breakage, along with visibly brighter, softer, stronger hair right before your very eyes – is the perfect solution for protecting Mandy’s gorgeous dimensional color.


Want to make hair bigger and better? These 10 tips will do the trick…


1.Try the “dragonroll” technique

Richard slides a section of hair up and down, over the barrel of a curling iron for added volume without creating a tight wave. “It produces a bend in the hair, not a full-on curl.” Then, pull the section out and away from the rest of the hair, so it’s essentially lying on top of the rest of your strands and brush it out for an arc of fullness.

2.Add volume in short bursts

Now, take that section and hit it with Body Shake in short bursts from mid-lengths to ends. Use your fingers to break up the strands.
(Bonus: No frizzy hair in sight. Body Shake contains weightless, invisible crystal-clear polymers that fight humidity without leaving a white residue behind.)


3. Do the head tilt for added lift

Tilt head to the side while spraying and use your hands to scrunch the hair upwards. It locks in mega volume.

4.Add a comb maneuver

Richard loves to use the end of a long, pointed tail-comb while he sprays body Shake; that way, he can manipulate specific strands.

5.Try some lifts

Lifting sections of hair as you’re spraying literally creates fullness as strands fall.


6.Get your fingers in there

Once you’ve added that oomph and texture, use your fingers – rather than a brush or comb – to style the hair. That way, you’ll preserve the fullness you just created without flattening your handiwork.


7.Avoid the roots

When you want to create lots of body in the hair, focus on mid-lengths to ends only, creating a full triangular shape.

8.Remember that less is more

A little Beach or Body Shake goes a long way; you don’t need to oversaturate hair for results.
(Plus, with Beach Shake’s coconut and sunflower seed oils, you’ll notice that hair is nourished, shiny, and healthy with even a minimalist application.)

9.Spray your hands

Then, use them as tools, scrunching hair upwards to control the amount of product and lift.

10. Do a flip

Flipping hair over and applying Body and Beach Shake while blow-drying hair on a cool setting locks in the perfect texture. “You’ll feel instant softness and fullness,” explains Richard.


You know that pristine feeling when you snuggle into luxurious bleached-white sheets? There’s a sneaky reason: R & D scientists have caught on to the big-time appeal, literally training us to associate the scent of freshly-washed linens and clothing with feelings of happiness, productivity (you got the laundry done!), and freshness. It’s also why researchers are always working on ways to make those clean scents linger longer on our fabrics.



Here’s the bizarre thing: Even folks who don’t touch java often still adore its heady scent…breathing deeply every time they walk into a Starbucks or catch the aroma of someone’s morning brew. And once again, it’s thanks to science: It seems coffee contains molecules of universally beloved scents, including sweet, spicy, fruity, floral, and smoky. Even better, the smell of coffee alone can send a wake-up call to the brain and reverse feelings of sleep deprivation. If that isn’t joi-ful, we don’t know what is.



Feeling a little down? Try breathing in the scent of everyone’s favorite Vitamin C-packed citrus fruit, which has been shown to power up energy and alertness, reduce tension, and even leave an upbeat impression on others. It’s probably the very reason that Clinique’s citrus-infused Happy fragrance has been a best-seller for years.



Where there’s smoke, there’s happiness. Evoking images of cozy warmth, memories of holidays, and nostalgic campfires, the scent of burning wood is immediately relaxing and evocative. It’s the reason why swanky candle companies turn out scents designed to mimic the heady earthiness of an open fire. (Case in point: Diptyque’s Feau de Bois.)



There’s nothing like that sexy whiff of super-clean hair. Unfortunately, though, hair is porous and permeable; making it all too easy to pick up a trace of someone else’s cigarette or teriyaki dinner (and losing that seductive scent of your morning cleanse, condition, and blow-dry!) To the rescue: Instant Refresh Dry Shampoo, which literally puts back that energizing fresh fragrance, along with volume, and oil-absorbing ingredients. It’s like happiness in a can.

There was big buzz in the air (and the press) when Gaga hit the Globes’ red carpet in a magnificent blue hue inspired by her out-of-this-world periwinkle Valentino gown. And her longtime hairdresser, Frederic Aspiras, wanted nothing less fab for her appearance a mere two days later at the National Board of Review Gala. What he created was as unpredictable as the star herself, a trait she highlighted in her memorable acceptance speech. “In my career I have over and over again tried…to create something unexpected….every time. If they told me to go left, I would take a sharp, sharp right.”

“Winter Blonde” with a faux tousled bob was about as right (on) as it gets. And here’s how you can get the winning look, too….


Lady Gaga Transition from Golden Globes “Cerulean” to National Board of Review “Winter Blonde”

Formula 1: Joico Color Intensity Eraser + 20 Volume LumiShine Developer

Formula 2: LumiShine Demi-Permanent Liquid 10SB + 5 Volume LumiShine Developer

Lady Gaga National Board of Review “Winter Blonde”

Formula 1: Blonde Life Crème Lightener + 20 Volume LumiShine Developer

Formula 2: LumiShine Demi-Permanent Liquid 10SB + 5 Volume LumiShine Developer



1 – Wash pre-lightened hair with Blonde Life Shampoo and treat with Blonde Life Brightening Masque. This will remove all color build-up and brassiness while nourishing and repairing hair.
2 – Next, apply a mixture of Lumishine 10SB and 5 Volume Developer onto wet hair. Let process for 5 minutes, then rinse, using Joico Blonde Life Shampoo and Conditioner.


3 – Begin by spraying the Blonde Life Brightening Veil over towel-dried hair. Comb the product through to incorporate. Next, incorporate the Brilliant Tone Violet Foam Styler. Shake well and dispense a small amount in hands. Apply evenly.


4 – Before drying, spray a liberal layer of Ironclad Thermal Protectant Spray, holding the can 8-10 inches from the face, and spritz hair liberally before any exposure to heat styling. Then, using a medium-size round brush, blow-dry the hair under and away from the face.


5 – Using a 1-inch curling iron throughout, clip and set the curls, allowing them to cool down. After removing clips, spray Texture Boost Dry Spray Wax throughout the curled hair before brushing it out. This allows for grip and control when brushing, yielding perfect waves. Secure each curl with a bobby pin at the nape of the head to create a tousled bob look. Finish with JoiMist Firm Finishing Spray for the longest hold and shine possible.



Allure magazine captured the moment best: “Frederic Aspiras went for a sleek, low chignon with a slight finger wave at the front that gave a nod to the Old Hollywood starlets of the ‘40s and ‘50s. He used styling products by Joico…to get the finish he envisioned for the look. Needless to say, Gaga stole the show yet again, and we can’t wait to see what she has in store for the rest of the season.” Frankly, neither can we; especially since Joico Celebrity Guest Artist, Frederic Aspiras, will be by her side.

In the meantime, here’s how to nail the full-blown gothic angel vibes Gaga brought to the SAG Awards (complete with ethereal white Dior gown and glorious gold-and-cabernet makeup):

The Vision:

Gaga’s elegant updo was inspired by a timeless ballerina bun, her bright, blonde hair swept away from her face.


Step 1: Treatment

• Use Joico Defy Damage Protective Shampoo and Conditioner to maintain the color and strength of the hair, by gently cleansing and protecting against past, current, and potential future damage. “I love the results of these two products, because the hair is left shinier and softer with each use,” says Frederic.

• When it’s a really busy time, and the hair is going through constant stress from styling and extreme weather temperatures, Frederic strongly advises adding Joico Defy Damage Protective Masque to your hair care regime at least once a week; it offers extra protection and rebuilds broken bonds. “Totally a game-changing product that consistently and instantly changes the way your hair feels and looks.”

Step 2: Styling

• Add 2 to 3 pumps of Joico Defy Damage Protective Shield throughout towel-dried hair.

• Apply Joico Blonde Life Brilliant Tone Violet Smoothing Foam to create smooth, soft bounce, and to tone out unwanted brass, keeping cool blondes cool.

• Use a detangling comb to evenly distribute the product and untangle hair.

• To create the perfect blowout, start from the bottom and blow dry downwards using a paddle brush – this creates a smooth, frizz-free finish.

• Spray Joico Flip Turn Volumizing Finishing Spray onto an oval dressing brush, as you brush hair up into a low ponytail to achieve a smooth, controlled finish on the side and back of hair.

• Secure with an elastic.

• Spray Joico Ironclad Thermal Protectant Spray lightly throughout.

• Wrap the loose strands of hair in the ponytail around a curling wand to define and give ends a feminine curl.

• Spray Joico Hair Shake Finishing Texturizer Spray on the hair and onto a narrow dressing brush; molding a flat ballerina bun at the base of the head.

• Finish with Joico JoiFix Finishing Spray for long-lasting, strong hold and shine.


Despite the morning press raves for her fairytale hair at the SAG Awards, it was — ironically — the actress herself who first referenced her updo. Upon scooping up the Award for Outstanding Performance by a Female Actor in a Supporting Role for her work in A Quiet Place, Emily Blunt took to the microphone with this: “Guys, that truly has completely blown my slicked hair back. Thank you so, so, so much. I’m so moved and completely lost for words, and unprepared.”

Ok, so she might have been unprepared with a speech, but she was anything but unprepared in the style department. As one reviewer described it, “Emily Blunt’s hair was business in the front, party in the back.” And what a party it was: With a show-stopping Lelet NY barrette accessorizing her gleaming chignon, the look was frankly… beautiful.

The Vision: “Emily wore this beautiful Michael Kors custom gown,” explains Joico Celebrity Guest Artist, Laini Reeves. “The dress is so graphic in design, that I wanted the hair to complement the dress by keeping it really sleek and shiny.”


• Treat the hair to make strands strong and appear 2X shinier by applying Luster Lock Instant Shine & Repair Treatment and allowing it to penetrate for 5 minutes before styling.

• Blow-dry wet hair using a soft brush to get strands as straight and shiny as possible.

• Add a center part, and pull hair into a slick pony, keeping it as low to the nape as you can. Secure with a hair band.

• Spray the pony with Joico Beach Shake Texturizer Spray to add fullness and waves.

• Now spray Beach Shake on flyaways.

• Roll the pony into the nape and secure with a barrette.

• Set with additional Beach Shake for a high-gloss finish.

Wondering…why purple in winter?

“Violet hues are always in style for every season. They play with spring tones, but still have a wintery vibe,” explains color superstar, Larisa Love. The real question is: Which one’s for you?

The Look…

(top left)

Violet Roots melting to Silver-Lilac
Who’s it for…
Someone who wants to play with Intensity shades, but is still looking for a more “natural” feel within that fashion concept
Why it works…
The lighter the Intensity shade, the softer the color will appear

The Look…

(top right)

Amethyst Jewel Violet
Who’s it for…
Someone who’d like to intermix their blonde with an Intensity shade, but wants the color to fade back to blonde easily
Why it works…
This tamer combo compliments a drama-free personality – someone who’s not looking for the spotlight

The Look…

(bottom left)

Deep Purple with Dimensional Deeper Purple melting through
Who’s it for…
Someone who doesn’t want to go too vibrant, and is normally a brunette or a darker blonde
Why it works…
The bolder Intensity shade is tempered with hints of light and dark; just enough fun to show off an outgoing personality

The Look…

(bottom right)

Vibrant Purple Plum
Who’s it for…
Someone who wants to go all-out bold, but doesn’t want to lift their color to light
Why it works…
Dramatic color is perfect for an exciting personality who loves to have all eyes on them

How to care for purple hair…


• Wash hair in lukewarm-to-cold water, no more than twice a week, max.
• Make sure to use a professional color-protectant product every time you cleanse – like Color Balance Purple Shampoo and Conditioner.
Extend the longevity of your shade with Joico Color Butter in Purple.
• Ready to transition out? It’s easier than you think, explains Larisa Love. “Because purple cancels out warmth, it fades beautifully and naturally.” Chomping at the bit to move forward to your next look even faster? Simply re-tone hair to the newly desired color.