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KEEPING YOUR COOL – LIGHTEN AND TONE IN ONE STEP!

BBCool Release

March 2013

Joico Base Breaker, introduced last year to gently lift hair one level in just 10 minutes, quickly became a sensation among haircolor pros.  Now it’s even cooler.  The new Joico Base Breaker Cool gently controls unwanted warmth with a subtle cool tone, as it quickly lightens hair one level in 10 quick minutes.

“I love Base Breaker Cool,” declares Joico Celebrity Spokesperson George Papanikolas.  “I’m using it on many of my celebrity clients, including Maria Menounos and Kourtney Kardashian.  It’s great for blondes and brunettes; it’s ideal, really, for quickly lifting any hair (or hair level) without warmth.”

Recommended for “breaking the base” in order to soften the contrasting regrowth between blonding services, and for gently lifting blondes or brunettes without exposing underlying warmth, Joico Base Breaker Cool is an ammonia-free formula that features Joico’s exclusive K-PAK Technology with Quadramine Complex.  It leaves hair superbly conditioned and shiny, and it’s gentle enough to use at the same lightener or haircolor service.

“I use Base Breaker Cool on my Level 7 or darker blondes,” says George.  “It keeps the base color and highlights seamlessly blended, and instead of highlighting every six weeks, I can break the base in between appointments to eliminate the appearance of dark roots so clients don’t have to highlight as frequently.  On my brunette clients, it’s a beautiful solution for lightening their shade to a lovely milk chocolate.  The hair is lighter but the warmth is minimized, which really increases client satisfaction!”

One bottle of Base Breaker Cool is ideal for one service. Mix with equal parts, or two ounces (2 oz.) of 20 Volume Veroxide. Process for 10 minutes, follow with rinse, Color Endure Shampoo and Conditioner, now sulfate-free.

Joico Base Breaker Cool (2 oz., $5.95 salon price) will be available to salons in May, 2013. Visit www.joico.com for more information and salons near you.