Call it Skinification…call it Skinfluence…but don’t call it a “trend,” because customized, multi-step skincare routines – and now, scalp-care routines to boot – have become a hardwired part of everyone’s self-care routines. (Gen Z’ers and Millennials…we’re talking to both of you!)
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It’s all part of evolving beauty routines…
Attitudes about beauty are markedly different these days; with the focus on a more holistic-centered approach to looking and feeling our best. Some examples:
Old think:
My nails are peeling; I need a set of acrylics.
New think:
I need a product that restores moisture to the nail bed.
Old think:
My skin looks awful – time for full-coverage foundation.
New think:
If I layer products with hyuralonic acid, peptides, and retinol, I’ll have glass skin that I can show off with less makeup.
Old think:
My head feels itchy and hair isn’t growing like it used to, so I’ll use volumizer and shine spray to hide it.
New think:
A scalp-care system – woven into my everyday haircare routine – will deliver a healthy scalp and healthy hair.
And that’s where Joico’s NEW Scalp Vitality Collection comes in…
Joico’s brand-new Scalp Vitality Collection embraces the wellness movement. This integrated “barrier-care routine” is designed to help deliver beautifully healthy, shiny, manageable hair rooted in scalp health. Scalp Vitality is a nourishing, protective system formulated with Stinging Nettles, Rosehip Oil, Pea and Vegetable Proteins using Joico’s exclusive Vegan SmartRelease™ Technology.
Step 1: SCALP VITALITY REFRESHING SHAMPOO
This skincare-inspired daily shampoo dives deep to gently – yet thoroughly — cleanse hair and scalp with a rich, luxurious lather and unique cooling sensation.
Step 2: SCALP VITALITY EXFOLIATING FOAMING SCRUB
The deep cleanser that gently exfoliates scalp, scrubbing away impurities, excess oil, and product buildup for a balanced microbiome and a clean, fresh feeling.
Step 3: SCALP VITALITY REPLENISHING ESSENCE
An on-the-go solution for a dry, tight, itchy scalp: Just a single application delivers that comforting, soothing “ahh” sensation.
FAQs: a scalp-care convo with the pros…
How does Scalp Vitality address the needs of those with textured/coily/curly hair?
“Textured hair often requires heavier moisturizers, oils, and styling products, so product build-up can be an issue,” says Joico Global Technical Director, Jeannetta Walker-Rodgers. “This can lead to clogged pores, and contribute to scalp irritation, dryness, or dandruff. Scalp sensitivity can be an issue, too, due to frequent styling, tight protective hairstyles (like braids or twists), and chemical treatments (like relaxers), which may lead to inflammation or tenderness of the scalp. Scalp Vitality deeply cleanses the scalp without stripping it of natural sebum and moisture.”
Sometimes, my scalp actually hurts. Can Scalp Vitality help?
“That scalp ache is your body’s way of saying, “Hey, something’s off up here!” explains Joico Global Blonde Specialist and Brand Storyteller, Olivia Thompson. “When you go several days without washing, oils, dead skin cells, and product buildup start to gather at the base of the hair shaft. While natural oil is essential for hydration, too much of it can create an unhealthy environment that suffocates the follicle and leads to inflammation — hence the sore, tight sensation. Joico’s Scalp Vitality collection helps to break down that buildup gently but effectively, restoring balance to the scalp.”
How do I integrate Scalp Vitality into my existing hair-wash routine?
“Simply add your conditioning step after using Scalp Vitality Exfoliating Foaming Scrub. No matter how frequently you cleanse, teaming the collection with a conditioner that’s right for you is key,”
– Jeannetta Walker-Rodgers.
Can I use Scalp Vitality if I have hair extensions?
“When you remove extensions, there’s often a layer of buildup, sweat, and product that’s been trapped under the install. That’s where Scalp Vitality becomes a must,” explains Olivia Thompson. “The Refreshing Shampoo loosens and lifts residue without stripping or drying out the scalp, while the Foaming Scrub restores moisture and comfort. I recommend finishing with a generous misting of the Replenishing Essence. It’s the perfect reset before your next install.”
Want to get your hands on Scalp Vitality Replenishing Essence and integrate scalp-care into your wellness routine? Just click here to SHOP
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