Joico develop seven second bond building treatment

Available from Xpert Professional, Joico® has launched a new rinse out treatment that builds bonds and fortifys hair structure in just seven seconds!

Joico® Defy Damage In A Flash features Enhanced Bonding Technology and Liquid Keratin. Safe for colour-treated hair, the liquid-to-crème formula creates bonds and strengths the hair structure, promising hair that is 20 times more resistant to breakage during heat styling. 

Commenting, Els Philips, Technical Education Manager at Joico® EMEA, says: 

“I was one of the first who had the privilege to try this amazing treatment. I have naturally curly and dry hair, which is a challenge for many hair products. When I saw the result of In A Flash, I was really blown away: I had wonderful curly definition, no frizz, incredibly silky and shiny hair without it feeling heavy. And the best: The effect lasted, many of my colleagues and friends asked me what I had used on my hair even days after its application. The change was so visible.”

Xpert Professional