SHOWER POWER
Featuring Richard Mannah, Joico Global Artistic Director
Celebrity hairdressers don’t just grab any old shampoo when they wash clients’ hair. They choose one that’s going to protect and defend the very cut/style/color they’ve worked so hard to create. Today, Joico Global Brand Artistic Director, Richard Mannah, will be taking you through a tried-and-true 3-step wash routine that builds bonds and literally transforms hair on contact. Come meet him… AND his secret weapon: Defy Damage.
Why is Defy Damage such a big deal? (And really is!)
This is no ordinary hair-care collection. The secret to bond-building Defy Damage lies in key ingredients — Arginine, Moringa Seed Oil, and a Protective Lipid – that team up with Joico’s SmartRelease® Technology, a one-of-a-kind liposome delivery system designed to continuously release powerful Rose Hip Oil, Arginine, and Keratin. It’s round-the-clock protection between every salon visit and puts YOU at the helm of healthy hair. Defy Damage is a must-have if you’re partial to color services and exposed to the ravaging effects of daily heat styling, UV, exposure, and environmental pollution.
Defy Damage delivers…
80% Less Breakage
5X Stronger Hair
90% of Color Vibrancy
Stronger, Rebuilt Bonds
Visible results after just 1 use
Immediate Soft Feel
Increased Shine
Wash your hair with Richard: 3 steps to stronger, healthier hair
Step 1: Defy Damage Protective Shampoo
With a rich, luxurious lather, this gentle cleanser protects hair with damage-prevention ingredients; swiftly sloughing away dirt, impurities, and build-up without roughing up the hair cuticle or stripping vibrant color. The results are shiny, smooth, clean strands -- wonderfully resilient and healthy looking.
How Richard uses it:
On dry and brittle hair, like that of his client shown here, every step counts. Richard wets hair thoroughly and applies shampoo, focusing on mid-lengths to ends; he scrubs extra well at the underneath nape area, where dirt collects. Defy Damage lathers up beautifully, and that’s your signal that strands are clean. Rinse really well.
Step 2: Defy Damage Conditioner
The perfect partner to Defy Damage Shampoo, this daily, color-preserving formula will give you a welcome pause from all that wrestling with dragging a brush or comb through wet tangles. Defy Damage Conditioner is a bond-strengthening formula that replenishes moisture and builds resilience in your hair without weighing it down; and -- drumroll, please -- it instantly detangles hair so you’ve got amazing glide power with that brush or comb.
How Richard uses it:
“This Masque is my insider secret – a real game-changer,” says Richard, who loves the way it works in only five minutes. “The treatment is so powerful, it literally protects each strands against splits, breakage, and color fading, and dives really deep to strengthen bonds.” Focus on mid-lengths to ends, and apply a liberal amount, combing through the hair. Twist into a bun and allow to do its stuff for five minutes, then rinse thoroughly. (Have fine hair? No problem, says Richard: Even though this bond-strengthening defense system is super creamy, it never weighs down even the most delicate hair.)
Step 3: Defy Damage Protective Masque
This is the treatment that goes deep, infusing fragile, lightened hair with a brilliant, bond-strengthening defense to tackle those vulnerable cuticles. The result? Less breakage, and illuminated, healthy hair that‘s actually visible after the very first use! You’ll experience instant softness and shine.
How Richard uses it:
“This Masque is my insider secret – a real game-changer,” says Richard, who loves the way it works in only five minutes. “The treatment is so powerful, it literally protects each strands against splits, breakage, and color fading, and dives really deep to strengthen bonds.” Focus on mid-lengths to ends, and apply a liberal amount, combing through the hair. Twist into a bun and allow to do its stuff for five minutes, then rinse thoroughly. (Have fine hair? No problem, says Richard: Even though this bond-strengthening defense system is super creamy, it never weighs down even the most delicate hair.)
The big finish…
From here, it’s on to heat styling -- which won’t do a number on your hair (even those hot-as-blazes flat irons and curling wands), now that everything is beautifully protected.
Watch Richard take you through his bond-building Defy Damage routine, here…
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