The art of healthy hair
JOICO at your sa ®
Experience the world of JOICO® in your salon and benefit from 30 years of hair expertise from JOICO® backed by the latest breakthroughs in hair care science and technology to get the ultimate in healthy hair, color, style and texture.
Through three decades, JOICO® has remained at the forefront of delivering reconstruction to all hair types, rather than simply offering a cosmetic feel to hair. JOICO® continues to stand out from the crowd and pushes the limits of science through the innovation of Quadramine Complex. The result? A range of categories for every hair type that penetrate, nourish, protect and reconstruct hair from the cuticle to the cortex.
With a full range of textures, finishes and hold factors - plus an advanced resin system that allows products to be layered without weight, flaking or buildup - JOICO® Design Collection delivers the flexibility and support hair designers need to take hair from ordinary to extraordinary.
styling
care
A compact individual and creative line of styling and finishing products designed for creating and experimenting with new, creative styles.
alon Introducing the art of healthy texture; the revolutionary JOICO® K-Pak® Reconstructive Texturizing System featuring the exclusive Quadramine Complex from JOICO®.
texture
color
The art of color and cutting-edge science have come together to create JOICO® Vero K-Pak® Color, the only haircolor that reconstructs as you color. This dual-color system offers intermixable true-to-tone shades to unleash your artistic potential and deliver the ultimate in healthy, longlasting color.
Our vision & mission JOICO® sets the standard
with artistry and modern technology, JOICO® provides salons with innovative products and services that ensure the ultimate beauty care experience. At JOICO®, beauty and science are combined to create the Art of Healthy Hair. We know a lot about healthy hair because for over 30 years JOICO® products have been recognized for their superior performance. Always pushing the boundaries of fashion and innovation, JOICO® delivers the finest professional hair care products. The commitment of JOICO® has always been pure and unwavering: to help stylists preserve and enhance the integrity of the hair. A unique combination of cutting-edge technology, innovative product development, professional education and commitment to integrity keeps JOICO® at the forefront of professional beauty.
A history of innovation It all started in 1975, an important milestone in the hair industry: the “very beginning”, when JOICO® professional hair care was founded by a renowned Southern Californian hairstylist. In 1984, JOICO® made a major breakthrough in the professional hair care industry with the discovery of our Triamine Complex and together with the in 1992 created more advanced Cationic Triamine Complex, JOICO® guarantees thorough, complete hair repair, from cuticle to cortex. In 1991, the introduction of VeroColor, our first oxidative color line became a fact in 1991. Vero means “true” in Italian and VeroColor represented true color, formulated in Los Angeles and manufactured in Italy. The fact that this color line was so well received meant a tremendous step forward for JOICO® in being recognized as a solid, full line professional business partner for the professional stylist. In 1993, JOICO® expanded its worldwide business by establishing a distribution center in the Netherlands in order to support and supply its ever expanding European, African and Middle-East markets. In 2000, the distribution centre got expanded with its own training centre. In 2002, JOICO® was acquired by Shiseido, and thus gained access to the infinite research and development resources the global beauty leader could provide. In 2006, The alliance of JOICO®’ with Shiseido resulted in an extremely successful and well received restage of JOICO® and development of the new generation of the Triamine Complex from JOICO®; the Quadramine Complex, offering the ultimate ingredients to re-build and protect the hair. In 2007, JOICO® took a huge step forward by transforming the Vero System into the Vero K-Pak® Color System, indicating a revolutionary change to our already successful Vero System with the addition of the newest K-Pak® Technology into our coloring system; JOICO® Vero K-Pak® Color System reconstructs while you color; it is the first and only color system that fuses Quadramine Complex and the exclusive technology of K-Pak® with true tonal series delivering the ultimate in luminous, long-lasting color and shiny, healthy hair. A new packaging, improved formulas, new shades, new imagery, an updated, innovative and unique science story, new accessories and support materials, all have come together to create one revolutionary color concept for professional stylists worldwide. In 2008, A collaboration between JOICO® scientists and guest artists takes styling to a never before seen level of ingenuity: The JOICO® Design Collection is launched with a new and breakthrough technology that allows formulas to dramatically influence hair’s movement and condition; Total Defense Complex™. Our crown jewel again underlined and confirmed its unique and undisputed position as the leader in reconstruction; JOICO®
K-Pak® Deep-Penetrating Reconstructor confirmed our position in technologically superior hair care products by winning the Stylist Choice Award for Favorite Reconstructor, for the eight consecutive year. The new JOICO® Design Collection Humidity Blocker makes a brilliant entrance by winning the Stylist Choice Award for Best New Product! And in 2009, we will maintain our position as the leader in innovation by launching a breakthrough in permanent Hair Color with Vero JOICO® Vero K-Pak® Color Age Defy; the first and only hair color that reverses the signs of aging hair with our unique 3-Defense technology. Today, JOICO® is represented in more than 60 countries worldwide, and is recognized as a professional partner for professional stylists around the world. Welcome to our world and thank you for identifying with our philosophy and brands. ENJOY!
Our vision The art of healthy hair JOICO® owns the position and reputation as the “Healthy Hair Company” and we have committed ourselves to live up to this heritage in the future. Our strong alliance with Shiseido has led to an even greater opportunity with access to state-of-the-art product research and development resources. Synergy In all our products, we use the finest possible ingredients in their most concentrated form. We never compromise our high quality standards, thus always guaranteeing superior product performance while maintaining and guaranteeing the health of hair. Integrity At JOICO® this means a total commitment to honesty and an optimistic attitude towards business and life. Our products deliver the results we promise, nothing more and nothing less. That is our guarantee. Selectivity and professionalism JOICO® is a company founded by a hairdresser, for the hairdresser, forever committed to the professional stylist as their loyal business partner. Together we can build a better industry! Education - Education - Education For stylists to grow professionally and stand out they can never stop learning and perfecting their craft. We want to make a difference by teaching stylists new techniques, which expand their knowledge. Through these efforts, we can accomplish our mutual goals.
The art of healthy hair And what makes us uncomparable and stand out from the crowd JOICO® is the first company to; • Recognize the efficiency and importance of utilizing hydrolyzed hair keratin protein containing all 19 amino acids found in human hair keratin protein • List molecular weights and size combinations on its product packaging, since the correct molecular weight combination is crucial to repair hair damage and to hair reconstruction • Develop and patent the unique Quadramine Complex
Experience the ultimate in hair reconstruction Many factors contribute to hair damage: thermal styling, chemical services, and environmental elements including sun, wind, dry and humid climates. To repair this damage it is vital to replace the lost amino acids by utilizing the proper amino acid composition. The most effective method to reconstruct the hair is by using JOICO® K-Pak® Professional Hair Repair System containing the exclusive Quadramine Complex from JOICO®
Quadramine Complex is very beneficial to the hair and it enhances the performance of all JOICO® shampoos, conditioners, reconstructors and styling products in every category. Quadramine Complex offers the ultimate ingredients to re-build, protect and style the hair. Quadramine Complex a reconstructive formula containing: • A combination of the two powerful technologies: Triamine and Cationic Triamine complexes • Increased levels of natural hydrolyzed hair keratin protein composed of all essential 19 amino acids in their proper sequence (MWS 150 – 2500) plus the additional positive charges from the Cationic Triamine Complex, for quick adherence of the proteins to the most damaged sites of the hair
Added benefits: • Reconstruction during the shampoo process becomes possible because of the fast and effective adherence of the positively charged amino acids that bind to the damaged sites from cuticle to cortex more effectively • Extra protection from styling tools and environment is made possible during styling • The Quadramine Complex mixed with polymers, resins or co-polymers along with our exclusive micro-styling-web allows more flexible styling options and memory for every style. The new Quadramine formula delivers more noticeable reconstruction and it will repair the hair at an even higher speed
The JOICO® K-Pak® Professional Hair Repair System is recommended for: Salon clients seeking the ultimate in healthy hair and long-lasting chemical service results.
The benefits: • A salon exclusive four-step therapy • Repairs all hair types in the most effective and optimum way • The hair is more receptive to styling • All chemical salon services can be guaranteed from a performance and end result point of view
The result: The strongest, healthiest and most beautiful hair you can imagine!
The JOICO® K-Pak® Professional Hair Repair System STEP 1 Chelating
STEP 2 pH-Balance
STEP 3 Reconstruct
STEP 4 Hydrate
- S hampoo hair with JOICO® K-Pak® Professional Chelating Shampoo - P rocess for 5 minutes for optimum chelating benefits - Rinse and towel blot
- Apply JOICO® K-Pak® Professional Cuticle Sealer to the hair - Process for 5 minutes to seal the cuticle - Rinse and towel blot
- Apply JOICO® K-Pak® Deep-Penetrating Reconstructorto the hair - P rocess for 5 minutes to reconstruct the hair from the inside out - Rinse and towel blot
- Apply JOICO® K-Pak® Intense Hydrator to the hair - Process for 5 minutes to hydrate the hair - Rinse and towel blot
JOICO® K-Pak® Professional Chelating Shampoo
JOICO® K-Pak® Professional Cuticle Sealer
JOICO® K-Pak® Deep-Penetrating Reconstructor
Cleanses the hair Removes mineral deposits, styling product buildup and any foreign debris nT he creamy formula moisturizes and smoothes the hair n pH: 4.5 – 5.5
Smoothens and tightens the cuticle Reduces pH swelling to restore hair back to its natural state of 4.5 – 5.5 nN eutralizes any ammonia residue and stops oxidation nD etangles and increases manageability of the hair n Reduces breakage n pH: 2.5 - 3.5
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End result
End result
End result
End result
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Intense clarifying treatment
Acidifier
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Hair feels manageable, moisturized, smooth, radiant and well conditioned
The hair looks and feels strong, healthy and shiny
Reconstruct
The highest concentration of Quadramine Complex and its benefits nT he ultimate choice for true hair reconstruction nR ebuilds the hair’s structure from the inside out n Reduces breakage n pH: 4.5 – 5.5
Enhances hair’s elasticity, strength and shine nB rings hair back to its natural healthy state and guarantees optimum protection
JOICO® K-Pak® Intense Hydrator Hydrate
Intense hydrating treatment Restores moisture to very dry, damaged hair nS eals the cuticle, improves elasticity and increases hair’s movement n pH: 3.5 n n
Hair is shiny and smooth The dehydrated hair is replenished and resilient, more elastic and responsive
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Stylists have spoken The stylist choice award goes to...
As the healthy hair company, our focus has always been to help hairstylists maintain the strength and integrity of the hair, plus give them the tools to express their creativity and artistry. These awards tell us that we are doing just that.
JOICO® Design Collection Humidity Blocker Voted best new styling product
JOICO® K-Pak® Deep-Penetrating Reconstructor Voted best restorative conditioner for 8 Years in a row
2008 For an unprecedented eight year in a row, hair care professionals have voted JOICO® K-Pak® Deep-Penetrating Reconstructor as their “Favorite Deep/Restorative Conditioner” and the recently launched JOICO® Design Collection Humidity Blockeras their “Favorite New Styling Product” in behindthechair.com’s 8th Annual Stylist Choice Awards. As the healthy hair company, our focus has always been to help hairstylists maintain the strength and integrity of the hair, plus give them the tools to express their creativity and artistry. These awards tell us that we are doing just that.
JOICO® products are known for superior
JOICO® Moisture Recovery Conditioner Voted favourite conditioner
JOICO® K-Pak® Deep-Penetrating Reconstructor Voted best restorative conditioner for 9 Years in a row
2009 You can’t argue with a professional, and for the ninth year in a row, professional stylists have selected JOICO® K-Pak® Deep-Penetrating Reconstructor as their alltime favorite deep conditioner. JOICO® K-Pak® Deep-Penetrating Reconstructor has completely shut out the competition since the inception of the SCAs nine years ago. For the first time, the increasingly popular JOICO® Moisture Recovery Conditioner was honored in the Favorite Conditioner category.
performance, innovation and technology
s come
air care.
onstruct, you can
Art & science defined
K-PAK
K-PAK STYLING
MOISTURE RECOVERY
The rich and luxurious formulas in the K-PAK range, with the highest concentration of Quadramine Complex, work synergistically to rebuild, reconstruct, revive, strengthen and protect damaged hair, bringing back its strong, beautiful and healthy appearance.
K-PAK styling products extend the benefits of the regimen with healthy styling options designed to restore hair to its ultimate condition while enhancing its appearance.
Intensely hydrate overly dry hair with Moisture Recovery, a breakthrough hydrating system featuring Hydramine Sea Complex,™ an exclusive technology that helps hair attract and retain moisture like never before.
K-PAK
BODY LUXE
hy Hair!
K-PAK reconstruct
K-PAK moisture
Shampoo for damaged hair
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Gentle cleansing shampoo for daily use to help repair and reconstruct.
Conditioner for damaged hair
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Moisture-rich Daily Conditioner. Lightweight enough to be used on fine hair and rich enough for thick, coarse hair.
Deep-Penetrating Reconstructor for damaged hair
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The ultimate choice for true hair reconstruction; enhances hair’s elasticity, strength and shine while restoring its original healthy condition.
Leave-In Protectant to prevent damage
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Weightless, leave-in foam protectant that delivers extra protection against chemical, thermal and environmental damage.
Split End Mender to seal and prevent split ends
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A luxurious, foundational product that prevents split ends and frizziness. Enhances hair’s elasticity and shine and restores hair’s original strength and condition.
Liquid Reconstructor for fine/damaged hair
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Daily reconstructive leave-in protein spray that enhances hair’s elasticity, strength and shine while restoring its original healthy condition.
K-PAK clarify
Intense Hydrator treatment for dry, damaged hair
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Intensive hydrating treatment that restores moisture to extremely dry, damaged hair and improves elasticity, controls frizz and improves hairs movement.
K-PAK style
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Smoothing Balm to straighten & protect
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Heat-activated straightening balm that locks in moisture while protecting against thermal and environmental damage.
Extremely nourishing shampoo that cleanses, hydrates and strengthens dry hair while giving it softness. n
Chelating Shampoo removes chlorine & buildup while conditioning
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Triple-action shampoo that cleanses the hair, removes mineral deposits, chlorine and styling product buildup while moisturizing.
K-PAK n P rotective Sun Milk to prevent sun damage sun therapy Lightweight leave-in sun protector containing intense
Shampoo for dry hair
Protect & Shine Serum
Conditioner for dry hair
PROFESSIONAL n
A weightless shine serum that protects and polishes the hair while nourishing and moisturizing. Protects against further damage.
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A weightless, alcohol-free foam for flexible hold without a tacky or hard feeling. Protects the more vulnerable hair from dryness and dullness caused by thermal styling.
UV blockers to prevent sun damage while the Hydroxy Sun Complex™ reconstructs sun-damaged hair. n
Extremely hydrating conditioner that nourishes and strengthens dry hair while improving combability and softness.
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Treatment Balm for thick/coarse dry hair
Very intensive moisturizing treatment that smoothes the hair while leaving it exceptionally soft and shiny.
Protective Hairspray for medium hold
A medium-hold finishing or working hairspray that provides ultimate protection against thermal and environmental damage. Delivers flexible styling, healthy body and control that lasts all day.
Treatment Lotion for fine/normal dry hair
Lightweight moisturizing treatment lotion that improves softness and supports elasticity and pliability.
Thermal Design Foam for protective styling
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SILK RESULT
NEW Styling Crème
This hydrating styling crème provides soft, natural hold and heat styling protection, making it the perfect foundational styler for any hairstyle.
NAME YOUR NEXT APPOINTMENT WILL BE ON 1 2 3 4 5 YOUR HAIRDRESSER DETAILS/ADVICE
SALON ADDRESS
joicoeurope.com
Joico Laboratories Europe BV | Grasbeemd 4 | 5705 DG H
The rich and luxurious formulas in the JOICO® K-Pak® range, with the highest
JOICO® K-Pak® Professional products customize hair services for specific client
concentration of Quadramine Complex, work synergistically to rebuild, reconstruct,
needs.Optimal for client’s hair before, during and after chemical services.
revive, strengthen and protect damaged hair, bringing back its strong, beautiful and healthy appearance. JOICO® K-Pak® Styling JOICO® K-Pak® styling products extend the benefits of the regimen with healthy styling options designed to restore hair to its ultimate condition while enhancing its appearance.
Intensely hydrate overly dry hair with JOICO® Moisture Recovery, a breakthrough
Extend the longevity of haircolor with JOICO® Color Endure, the only hair care
hydrating system featuring Hydramine Sea Complex,™ an exclusive technology that
system to feature Multi-Spectrum Defense Complex,™ the most powerful color
helps hair attract and retain moisture like never before.
preservation technology ever.
JOICO® pushes the limits of science. Modern technology and the finest ingredients come together to create superior formulations, made even stronger by our alliance with Shiseido. The exclusive Quadramine Complex from JOICO® uses the latest technology for advancements in hair care. The result: Products you can count on. Products that are recognized for their superior performance. JOICO® is committed to deliver uncompromising quality products that repair, reconstruct, protect and maintain healthy hair. Always pushing the boundaries of fashion and innovation, you can trust JOICO® to deliver the finest professional hair care products in the world.
JOICO®, The Art of Healthy Hair!
The science: Quadramine Complex An exclusive blend of positively and negatively charged, low molecular weight and size proteins (MWS 150-2500) that adheres quickly and effectively to ensure maximum protection and reconstruction from the cuticle to the cortex.
STYLE & FINISH STYLE & FINISH
Balancing cleansers and conditioners focus on the science of healthy hair and
JOICO® styling products are fortified with Quadramine Complex for protective
address the end result of every hair type. The exclusive formulas retain vital moisture,
styling.The styling and finishing products allow you to shape, sculpt, separate,
promote inner strength and provide hair with brilliant shine.
smooth, hold, straighten and add texture to any hair type.
STYLE & FINISH
Achieve the thickest, fullest hair ever with JOICO® Body Luxe, a breakthrough
Achieve the softest, silkiest hair from any starting point with JOICO® Silk Result, a
volumizing and thickening system that dramatically increases the diameter of each
breakthrough smoothing system featuring the Synergistic Silk System,™ an exclusive
hair fiber without adding weight.
blend of real silk surfactants, silk amino acids and proteins.
Take hair from ordinary to extra ordinary With the new JOICOŽ Design Collection we combine creativity and individuality in styling products focused on the science and technology of healthy and incredibly beautiful hair! These products enable you to take hair from ordinary to extraordinary, all to express your own style: - Shape and influence hair’s movement without weight - Designed to use alone or layer for cutting edge performance Design your own style!
Maximum reconstruction in full color the art of color and cutting-edge science have come together to create JOICO® Vero K-Pak® Color System; the first and only color system that reconstructs while you color. It is the first and only color system that fuses Quadramine Complex and the exclusive technology of JOICO® K-Pak® with true tonal series delivering the ultimate in luminous, long-lasting color and shiny, healthy hair. Designed for truly and aspiring colorists who require the ultimate product for producing vibrant and fashion driven colors that inspire and yet maintain the quality of their client’s hair. A revolutionary color concept for professional stylists worldwide.
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PERMANENT CRÈME COLOR 5
NH3 1
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JOICO® Vero K-Pak® Color permanent crème color is the only haircolor that reconstructs while you color. JOICO® Vero K-Pak® Colorprovides the ultimate in vibrant, long-lasting color results and the ultimate in healthy hair. 7
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Trans cuticle delivery system™ (tcd): -
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color results.
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Quadramine Complex guarantees superior penetration of color
pigments and keratin protein. Quadramine Complex
reconstructs the hair while coloring and repairing the cuticle.
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Low ammonia: A calibrated ammonia level system (1.4 - 1.9%) NH3
Vero K-Pak® Color
Permanent Crème Color palette match JOICO® Vero K-Pak®
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Chrome Demi-Permanent Crème Color true-to-tone shades,
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providing colorists with a truly versatile dual-color system.
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A compact palette of intermixable shades for unlimited creativity:
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Intermixable shades to provide colorists with complete artistic
permits each level of haircolor to contain only the precise
NH3
streamlined inventory. A unique and tailor-made color service.
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percentage of ammonia necessary. Low ammonia means less scalp 3 irritation, reduced odor and healthy, vibrant color results.
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NH3
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NH3
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Vero K-Pak® Color Permanent
Crème Color has a wax-free, pure crème texture that makes it easy long-lasting color results.
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Water-soluble crème base: JOICO
to mix, requiring no shampoo to remove color, resulting in vibrant,
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freedom and the ability to create endless color possibilities with a
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Dual-color system: The shades in the JOICO
Moisture Complex delivers moisture and color molecules deeply
inside the hair producing consistent, beautiful, long-lasting
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joico® vero k-pak® color permanent crème color features:
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DEMI-PERMANENT CRÈME COLOR
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NH®3 Vero K-Pak ® Chrome is an ammonia-free, deposit-only crème haircolor that offers all the reconstructive benefits of K-Pak ® in a JOICO 3 vibrant, high-gloss color formula that lasts between four to eight weeks. 2
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JOICO® Vero K-Pak® Chrome provides natural-looking, high-shine grey blending that fades gradually, making it the ultimate choice for expert 4 grey blending. 3
pH
JOICO® Vero K-Pak® Chrome features: 5
Quadramine Complex: JOICO
®
K-Pak reconstructive properties im®
4
prove tensile strength, protect and increase the structural integrity of the hair.
NH3
A compact pallete of intermixable shades for unlimited creativity: Intermixable true-to-tone shades to provide colorists with complete artistic freedom and the ability to create endless color possibilities
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with a streamlined inventory. A unique and tailor-made color service.
NH3
Ammonia free: JOICO
®
Vero K-Pak Chrome contains no ammonia, ®
ensuring no lifting of natural pigment or damage to hair’s structure for healthier hair and ultimate client comfort.
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pH pH
NH3
Clear gloss: A non-pigmented shade that can be applied alone to add shine and improve condition, or used to dilute the intensity of any JOICO® Vero K-Pak® Chrome formula.
Adic pH: An acidic pH is gentle to hair and scalp alike. Dual-color system: The shades in the JOICO 7
®
Vero K-Pak® Chrome
palette match JOICO Vero K-Pak Color Permanent Crème Color ®
®
shades, providing colorists with a truly versatile dual-color system.
Pure crème base: A thick and creamy base makes JOICO
®
Vero
K-Pak® Chrome easy to mix and ensures it stays exactly where you put it, even when used with heat.
Introducing the new age defy series Don’t just cover up aging, defy it! with the JOICO® Vero K-Pak® Color Age Defy series, a breakthrough permanent haircolor collection from JOICO® Vero K-Pak® Color that reverses the signs of aging hair. Introducing the new JOICO® Vero K-Pak® Color Age Defy series Hair ages
A comprehensive solution to grey, aging hair
Like skin, hair is affected by changes in the body’s chemistry as we age,
3-Defense Technology™:This breakthrough blend of time-released Lipids,
particularly after the age of 40. The chronological aging of hair causes
essential Amino Acids and Bio-mimetic Ceramides softens and smoothes
it to grow differently and turn grey. A decline in the body’s production of
the hair surface while reviving hair’s internal hydrating system to restore
lipids and essential amino acids leads to an undesirable change in texture
youthful Texture, Lustre and Manageability.
and vibrancy that often leaves hair dull, brittle, coarse and wiry.
With the new 3-Defense Technology™ and Quadramine Complex®, JOICO® Vero K-Pak® Color Age Defy effectively: • Restores hair’s soft, silky, manageable texture • Revives hair’s lustre and vibrancy • Renews hair’s color with exceptional, long-lasting grey coverage • Reconstructs hair’s structure for optimal health and condition
Support Products A comprehensive collection of support products that aid colorists in achieving maximum results.
JOICO® Vero K-Pak® Color Veroxide® Gentle Crème Developer 10-volume (3%), 20-volume (6%),
JOICO® Vero K-Pak® Color VeroGlaze™ No-Lift Crème Developer
30-volume (9%) and 40-volume (12%)
This low pH, no-lift developer transforms JOICO® Vero
This stabilized crème developer is formulated with
K-Pak® Color Permanent Crème Color into a true,
moisturizing Squalene to help maintain the integrity of the hair structure throughout the coloring process. Compatible with JOICO® VeroLight Dust Free
tone-on-tone, deposit-only haircolor that lasts between four to eight weeks.
Lightening Powder and all JOICO® Vero K-Pak® Color shades (including JOICO® Vero K-Pak® Color Age Defy), toners and high lifts.
JOICO® Vero K-Pak® Color Lightening Booster
JOICO® Vero K-Pak® Chrome Activator Crème Developer
This moisture- and emollient-rich formula featuring
A crème developer specifically created for use with
Quadramine Complex enhances the lightening ability of
JOICO® Vero K-Pak® Chrome Demi-Permanent
JOICO® Vero K-Pak® Color shades, levels 4 and lighter,
Crème Color.
up to one level with minimal change in shade intensity while leaving hair in superb condition with natural, healthylooking shine.
JOICO® VeroLight® Dust-Free Lightening Powder with JOICO® K-Pak® Protection
JOICO® Vero Stainless Color Stain Remover
This fast-acting, de-dusted, off-scalp lightener contains
professional formula designed for the gentle and safe
moisture-rich sorbitol crystals that leave clients’ hair
removal of color staining on the skin, scalp and hands.
JOICO® Vero Stainless Color Stain Remover is a
shiny, healthy and resilient.
JOICO® Vero K-Pak® Crème Lightener
JOICO® VeroULTRA™ Lifting Powder Color
Together with Quadramine Complex® and vitamin
This dynamic one-step haircolor process featuring
-rich Shea Butter. This ‘on the scalp only’ creme
the exclusive Hyper-Dynamic™ Dye Technology from
lightener delivers:
JOICO® lifts hair up to seven levels, deposits vibrant
- True Speed: Lifts up to 8 levels
color and leaves hair in healthy JOICO® condition.
- True Performance: Minimal swelling provides control
Available in Butterscotch, Caramel and Toffee.
over gold bands and keeps foils in place. - True Results: Crème consistency results in even lift along the entire hair shaft. - True Condition: Leaves hair exceptionally soft, pliable and shiny.
The art of healthy texture Discover the ultimate in healthy, shiny, frizz-free curls with JOICO® K-Pak® Waves, the only texture system featuring the exclusive Quadramine Complex from JOICO® Introducing the revolutionary JOICO® K-Pak® reconstructive texturizing system featuring the exclusive Quadramine Complex from JOICO® Quadramine Complex features both negatively and positively charged hair keratin proteins that adhere to the damaged sites of the cuticle and cortex to optimize waving performance. Quadramine Complex works in two ways: first, it protects the cuticle, ensuring a frizz-free, glossy surface; second, it penetrates the cortex, strengthening and supporting the hair’s internal structure and providing long-lasting resilient results.
Take style to the edge—and beyond—with JOICO® I-C-E Hair. You decide the shape, texture and style of your hair. Create with no constraints, no barriers.
Worldwide & state-ofthe art
JOICO® around the world See JOICO® at some of the world’s most prestigious shows and events. 01
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Salons in the spotlight JOICO® is at the forefront of professional beauty and recognized in leading salons world wide. These are just some of the top salons that have partnered with JOICO® to offer cutting-edge technology, innovative products and services, and The Art of Healthy Hair.
Hem & Haar Dongen, The Netherlands
Franky - Het Huis van de Kappers Waregem, Belgium
Miss Klipper Hveragerdi, Iceland
Zenzato Eindhoven, The Netherlands
Hikaru Indonesia
People Behind the Mirror Ede, The Netherlands
Aura Hair Emporium Cape Town, South Africa
Peter Mark Ireland
01 JOICO® Vero K-Pak® Color System European relaunch event Eindhoven, the Netherlands. For the launch of the new JOICO® Vero K-Pak ® Color System, the healthy hair company invited guests from all over Europe and inspired them with the artistry in hair color and the latest trends.
02 DESIGN ON THE SCENE LAUNCH Brussels, Belgium. JOICO® invited all of their technical and creative team members to the exclusive “Design on the scene” event to take ownership of the JOICO® Design Collection concept. An inspirational event with the latest trends in cut, color and styling presented by our GAT Ulf Scherpen & EllenMarie Johansen, our JLE Education team and JOICO ® Artistic Director Damien Carney and JOICO® Vero K-Pak ® Color International Artistic Director Sue Pemberton.
03 COSMOPROF BOLOGNA Bologna, Italy. In cooperation with our distributor FAPAM srl. we were happy to be present again on the Bologna Cosmoprof exhibition with a beautiful and impressive booth that represented our high standards in every possible way!
JOICO® ambassadors on stage
BERT DE ZEEUW Bert de Zeeuw, lives in Amsterdam and has two salons in Ede, a town in the province of Gelderland. Being the artistic ambassador for JOICO® The Netherlands, he introduces Dutch hairdressers to all the latest trends and techniques. Together with his twenty-five enthusiastic employees, Bert de Zeeuw operates a great company. His work for JOICO® keeps him in touch with developments in the market and enabling him to implement these into his own work. Bert is a warm person, with an open mind to other people’s views. He enjoys sharing the things that inspire him and connecting with the people he trains; he prefers to be people’s equal rather than their superior.
ULF SCHJERPEN Ulf Schjerpen is described as being a perfectionist and the artistic brain within the team. He is the owner of La Bionda salons in Norway and Fashion Director of Intercoiffure Scandinavia. He has been doing international seminars and shows for 14 years and he is a JOICO® International Guest artist for 9 years. Besides that, he is also a hairstylist for international magazines. He gathered his experience through a lot of international work on different levels. Today, a lot of hairdressers are inspired by his creative approach during the educational activities and seminar programs.
EDUCATION: Worldwide, JOICO® and its worldwide distributor network have multiple training facilities where workshops, seminars and trainings take place to provide the ultimate in education for the committed and dedicated beauty professional. We have established and promised to deliver the highest degree of standards in every aspect of professional
JOICO® Artistic Institute, Darien, Conneticut
DAMIEN CARNEY
SUE PEMBERTON
DAVID MURRAY
Over the last 20 years, JOICO® International Artistic Director, Damien Carney, has elevated hairstyling into an art form through his groundbreaking work with a virtual who’s who of fashion and beauty. Since 1999, Damien has exclusively wielded his scissors and unique vision to create the edgy, aweinspiring hairstyles featured in global advertising of JOICO®’s and twice-yearly trend collections.
For more than 25 years, JOICO® Vero K-Pak® Color International Artistic Director, Sue Pemberton, has been unanimously regarded as one of the most visionary haircolorists in the professional salon industry. Sue has become one of the most dynamic educators in the industry, with her otherworldly artistry, breakthrough techniques and exceptional technical ability.
As one of Ireland’s most treasured talents David Murray holds an accolade of awards. His remarkable virtuosity and creative impulse have added uniquely and richly to the Irish hairdressing industry. David’s eclectic taste is beautifully measured throughout his salon Chameleon. As a five star salon, this 250-year-old Georgian house is as its name suggests, an opulent haven that blends harmoniously with its surroundings. David embodies a calibre of work that captures to perfection the beauty and essence of what hairdressing today represents. His progressive and forward thinking has made him one of the industries most prestigious and established names.
education and we will constantly seek new ideas, better methods and innovative ideas while striving for exceptional education, to inspire and grow our partner professional stylists. One special state-of-the-art Artistic Institute can be found in Darien, Connecticut in the USA and a second brand new Artistic Institute will open in Helmond, the Netherlands, in the fall of 2009.
Artist Impression JOICO® Artistic Institute, Helmond, The Netherlands
www.joicoeurope.com
Joico® Laboratories, Europe I Grasbeemd 4 I 5705 DG I Helmond I the Netherlands I HAIR Damien Carney • COLOR Sue Pemberton • PHOTO Hama Sanders I WWW.JOICOEUROPE.COM I XJ9036