A Day in Berlin with JOICO

Defy Damage

A Day in Berlin with JOICO defy damage

Last Week I hopped onto a plane to Berlin to learn all about the new Joico Products – Defy Damage. The products are being hyped as a breakthrough in hair care, anew revolutionary method of restoring health in hair and preventing damage.

We flew to Berlin to learn all about these products and experience them firsthand. Last Monday was the exciting day, the day the product was revealed to us. This reveal took place at Max Höhn’s salon in Berlin, hairstylist to the German celebrity circuit and a Joico Europe brand ambassador. International guest artistic director Richard Mannah explained exactly how it works using a pre-filmed virtual reality experience.

We were given a thorough explanation about the range which has 2 parts to it – an in-salon salon pro programme (Pro Series 1 and 2) and an at-home range. Pro Series 1 protects the bonds and enhances the lift and prevents damage when colour services are applied. Pro Series 2 then strengthens the hair and helps to maintain over 90% colour vibrancy.

The main ingredients found in the product are a combination of Keratin Quadramine Complex, Arginine and Rose Hip oil which sits together in a liposome, a small molecular ball with a water-based centre. The water repellent outer layer keeps the ingredients packed inside until they are needed when the hair starts to dry and the liposome breaks. The at-home range consists of a shampoo, conditioner, masque and thermal shield.

The in-salon treatment was applied to my hair after which it was styled into a straight bob. My hair immediately felt fuller and softer, no frizz and so much body and shine.

A Day in Berlin with JOICO defy damage

The in-salon treatment is meant to last approximately 20 washes, longer when also using the at-home range. I was given this range to try out so watch this space for more reviews.

A Day in Berlin with JOICO defy damage

A Day in Berlin with JOICO defy damage

A Day in Berlin with JOICO defy damageA Day in Berlin with JOICO defy damage

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