NEW ’DO/NEW PRODUCTS
With Joico Global Artistic Director, Richard Mannah
Our brand-new hair series – Big Changes – is all about the beauty of transformation. And when you’ve got a new ’do on the horizon for 2022, it’s time for some product swaps to keep that fresh cut/color/layering/texture healthy gorgeous and easy to style. With the help of Joico Global Artistic Director, Richard Mannah, we’ve got a cheat sheet for you….
“Products are so important when it comes to styling hair,” explains Richard, a masterful artist who embraces the concept of transformation; as well as a solid care regimen to support those big changes. “As pros, we rely on targeted products to bring out the beauty of a new cut or color, and they’re equally essential for clients who want to maintain their look.” Here’s a cheat sheet to make things easy:
I just cut my hair super short
You’ve got a chic little crop – which means freedom from those arduous blow-dry sessions. But it also means that you can’t rely on last-minute updos and ponytails to get you out the door when you’re short on time.
The answer? Texture!
Here’s how: Rise Up Powder Spray is your new best friend. When you need a lift to bring out the style of a cropped cut, this long-lasting, innovative styler elevates flat hair with a single, breezy “puff” of volume. The lightweight, fine-mist “lifting” powder delivers long-lasting hold and pollution protection, in a super-easy-to-use application that never leaves behind traces of visible residue. You’ll get a super-fine, flexible boost, with grip, density, shine, and softness.
I just made a BIG color change
Swapped your usual shade for fiery copper, a deep dimensional brunette, or big-time blonde? It’s definitely time to switch cleansers and conditioners.
The answer? Products that long-haul your new color.
Here’s how: Check out the Colorful collection. “Dye-ing” to protect your fierce, fabulous, vibrant hair color long after you leave the salon? Meet Joico’s Colorful Collection – a transformative family of anti-fade shampoo, conditioner, serum specifically formulated to lock in gorgeous, investment color, while indulging every single strand. Stocked with nourishing, sulfate-free ingredients like Camellia Oil and Pomegranate extract, it boasts our exclusive Smart Release Technology that continuously releases Rose Hip Oil, Arginine, and Keratin to repair, strengthen, and protect hair from the cumulative effects of daily styling.
I just added layers to my fine hair
Layers are a brilliant way to add interest, dimension, and style to an otherwise all-one-length ‘do. But if you have straight, fine hair, you’ll need product to bring out the pizazz of all those new wispy tendrils.
The answer: Volume!
Here’s how: Grab some Body Shake Texturizing Finishing Spray. This instant styler gives you plush, airy, bombshell volume, minus a stiff or sticky feel. One hit of the button and Body Shake delivers bouncy fullness, pollution protection, instant lift and volume in seconds. Formulated with a high-performance combination of Rice Starch and unique Copolymers, you get malleable fullness that’s super-natural-looking without a bit of powdery residue.
I just got a blunt cut that requires blow-drying
A blowout instantly brings out the clean, architectural lines of a beautiful haircut and shiny strands. But we’re not gonna lie: It adds some time to your schedule and exposes hair to the potential of thermal damage on a regular basis.
The answer: Protection!
Here’s how: Dream Blowout Protection Crème cuts drying time in half, and safeguards strands against the ravaging effects of thermal styling, humidity, frizz, and even damage caused by pollution…for a full 24 hours. Elevating the daily drying drudge into something extraordinarily fast and easy, Dream Blowout’s super-hydrating, multi-tasking ingredients – including Manketti Nut and Safflower Seed Oils -- transform each section of hair as it’s being styled; delivering full, shiny, smooth, luxe locks in minutes.
I just unleashed my curls
Embracing your natural texture is a beautiful move to make in 2022. But now it’s time to find products that nurture and nourish those gorgeous coils, curls, and waves.
The answer: Air drying!
Here’s how: Try Zero Heat Air Dry Crème. The personalized no-blow-and-go solution for beautifully frizz-free, air-dried hair, Zero Heat polishes, controls, and enhances your hair’s very own texture, while reducing drying time and extending the life of vibrant color. Available in two targeted formulas –“fine-to-medium” for hair that needs lightweight moisture; and “thick” for coarse, unruly hair – Zero Heat boasts flexible polymers that allow you to ditch the dryer and keep your style for a full 24 hours. Nothing sticky, crunchy, or unruly…just a breath of fresh hair that’s 100% YOU.
