Featuring Joico Brand Storyteller & Blonde Specialist, Olivia Thompson
“Her hair felt so dry and looked very damaged,” said Joico Brand Storyteller, Olivia Thompson, as she evaluated the client sitting in her chair. Olivia needed a super-quick fix – one that her client could actually take home and keep using to maintain healthy hair between appointments. And the answer – drumroll, please – was In A Flash, the brand-new, healthy-hair bond-builder from Defy Damage that offers both prevention and protection in just 7 seconds.
“The 7-second In A Flash Masque is perfect for people who don’t want to spend an 3 – 5 extra minutes in the shower – which is how long it takes for a regular masque to fully work.” – Olivia Thompson
Here’s everything you need to know…
• It’s a rinse-out, on-the-spot treatment designed to protect hair from the damage of chemical treatments, thermal styling, and more, while protecting each strand against future damage.
• It works in literal seconds in place of your conditioning step, leaving hair smooth and silky with Advanced Bond-Building Technology and Liquid Keratin.
• In A Flash boasts a unique liquid-to-crème formula, so you can see it transform as you work it in and transform your hair.
• It bypasses time-consuming deep treatments.
• Hair becomes 20X more resistant to breakage*.
• It creates bonds and strengthens the hair structure, leaving hair silky-smooth without weighing it down.
• The formula is silicone-free and PETA-approved, global animal test-free.
* Against combing breakage on damaged hair vs. untreated
Quickie science lesson:
Olivia explains why In A Flash works so fast…
“This masque uses exothermic technology to activate and accelerate the hair-treatment process. Exothermic reactions generate heat as they occur. When you apply In A Flash to the hair, the heat generated by the exothermic reaction can open up the hair cuticle, allowing nourishing ingredients to penetrate more deeply into the hair shaft; resulting in effective conditioning and hydration that leaves hair looking/feeling healthier and more vibrant.”
Watch Olivia transform her client’s hair…
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