INTRODUCING JOICO VERO K-PAK COLOR XTRA REDS

Vibrancy and Longevity Go to "X-tremes"

Xtra, xtra, read all about it. Now salon color pros can offer clients "xtra" color intensity, "xtra" shine and "xtra" longevity, thanks to the new Joico Vero K-PAK Color Xtra Reds. What's more, the revolutionary new technology behind these standout shades ensures that hair remains healthy and strong—inside and out.

In laboratory tests, Vero K-PAK Color Xtra Reds are proven to last 20% longer than standard reds and increase hair shine by up to 200%. That's good news for red-loving stylists and clients, who crave vibrant, head-turning, high-impact color.

The two new shades—5XR Crimson and 7XR Scarlet—owe their superior intensity and longevity to Joico's patented, new Xtrabond™ Dye Technology:

• Patented dyes actually anchor more deeply to the hair's natural melanin for longer-lasting wear.
• Patented red chromophore molecules infuse dye with more intense color pigment, producing hues that are sharper, truer and more vivid than conventional reds.
• Superior color reflection creates amplified light refraction, resulting in purer, clearer, higher definition hues.

The Vero K-PAK Color Xtra Reds contain the company's unique K-PAK Quadrabond™ Peptide Complex, which is also found in the company's popular Color Therapy Collection. This complex includes:

• A combination of keratin peptides, arginine, dual polymers and African manketti oil work together to repair, nourish, condition and add shine.
• The complex also restores and protects hair's B-layer, the cuticle's first line of defense against color loss. Maintaining the B-layer prevents color molecules from escaping, leading to greater color longevity.

Red is the color of passion, and salon colorists and their clients are passionate about red hair color. The new Joico Vero K-PAK Color Xtra Reds fan the flames of that passion, raising the level of red color artistry and unleashing unlimited possibilities for red lovers everywhere.

Famed colorist and Joico Vero K-PAK Color Spokesperson Beth Minardi couldn’t agree more: "Wow! When you're looking for extra vivid, long-lasting, shiny red color results nothing comes close to our new XtraBond reds," she says. "Thank you, Joico, for giving salon colorists the new 'power packed' 5XR and 7XR. I love them!"

The new Vero K-PAK Color Xtra Reds will be available September 1st.