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Moment of Joi: The Power of Amethyst

This may seem like a strange letter to you, but I wanted to let you know that your Color Intensity Amethyst hair color has actually changed my life in an incredible way…

So began the note we received from Joico client, Donna Bedard, of Springfield, MA — a note that seriously validated the work we do, not just as a hair care company, but as a hair company that CARES. Read on for the rest of Donna’s powerful story…

When the letter from Joico fan, Donna Bedard, landed in our mailbox, we got actual goosebumps — the kind that signals something special is in the air. Or in this case…the hair.  Fifty-something Donna, you see, had been battling breast cancer, which meant losing her pride-and-joy, waist-length hair during intense rounds of chemo, a transition that is often said to be one of the most traumatic elements of a woman’s cancer fight. As she began her recovery and her locks grew back in, Donna realized it was time for a life change; and she turned to Joico’s Color Intensity in Amethyst to make it happen.

Interestingly, Amethyst is considered a healing color. Those who believe in the power of crystals say that this heliotrope shade enhances physical vitality, especially after chemotherapy or radiation treatments. What’s more, it brings with it a sedative energy that can promote peacefulness, happiness, and contentment. So when Donna told us her story, we were thrilled…but not entirely surprised.

Joico: Let’s start by asking about your hair before the chemo — can you describe it to us?

DB: My hair was actually down past my waist. I was a pretty shy and withdrawn person, but that hair was actually the one thing I loved about myself.

Joico: And what happened after the treatments?

DB: Hearing that I had to get chemo was devastating; but strangely, losing all my hair was the hardest part about the treatments. Cancer, however, gave me a new perspective on life, and a second chance to grow a bit bolder in the things I wanted to try for myself.

Joico: And that included hair color?

DB: Yes! My hair grew back, and one of the things I wanted to try was to have a bit of fun and dye it purple. At that point, my hair was past my shoulders and a mousy-blonde color, so I decided to start small and just color the ends of my hair –the last inch or so, using Color Intensity in Amethyst. I fell in love with it and that’s when I took the dive and dyed my entire hair this intense purple color. My husband was shocked and I was worried…but it was what happened next that has changed my life DRASTICALLY for the better.

Joico: Amazing. Tell us about that transition…

DB: Well, not only was the change accepted by those around me, but I started to get compliments …compliments from people I didn’t even know. I work in the public in retail and now, every single day, at least a few people tell me how much they love my hair.  I’ve been stopped in parking lots and in stores and on the street, and everyone has the nicest things to say about my hair — not just women, but men as well.

Joico: As a shy person, how did you react to this sudden attention?

DB: Well, at first it was shocking, because I’ve always been one of those people who’s never noticed — I’m no beauty, rather plain, and on the large side. But since the color change, my self-esteem has gone through the roof. I’m much more social and outgoing; quick to smile and engage people in conversation; and finally proud of myself…something I never was before. I walk taller and feel so much better that I’ve completely shed my shyness.

Joico: How are you feeling these days?

DB: I was blessed with a full recovery and have no plans on ever changing my hair color. I’ve told my family that I’ll be in my 90’s and still rocking the purple! Mostly, I hope that my story inspires others to find their joi. To this day, I get women coming up to me saying they wish they had the confidence to take such a bold step. I always tell them to go for it — and obviously, recommend Color Intensity.


Learn more about Color Intensity semi-permanent color…