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Vegan Fashion Week Returns to Los Angeles in October

After the global success of the first edition in February, Vegan Fashion Week returns to Los Angeles from October 10-15th. Vegan Fashion Week has proven to be a historic event and is the leading ethical fashion movement in the world. This season’s theme, “Fashion is Activism,” will explore the challenges surrounding ecological and climate change through the lenses of fashion, creativity, ethics, ecology, science, technology, and legal practices.

The relationship between fashion, factory farming, and climate change cannot be ignored. Vegan sustainable fashion is the ultimate answer to climate change and waste pollution. I created an inclusive and collaborative movement dedicated to redesigning the industry and the consumers’ daily habits” says Vegan Fashion Week creator and animal rights activist, Emmanuelle Rienda.

The Second Edition will officially launch with an Awards Night & Fundraiser at the Theater at Ace Hotel on Thursday, October 10th, a night of celebration, music, and fashion with recording artist and actress Kate Nash. Celebrities and fashion industry leaders will be in attendance to support this conscious soirée designed to empower vegan creatives changing the industry, to raise funds to support the growth of the movement, and to work towards the recognition and protection of fundamental animal rights. Nominees include renowned vegans such as singer Miley Cyrus, actress Natalie Portman, and Kristen Stewart’s fashion stylist Tara Swennen. Creatives will be awarded in 8 categories including fashion design, furniture design, photography, modeling, and hair & makeup.

Following the opening soirée, industry professionals and fashion lovers are invited to the LA Fashion District to experience the Vegan World on October 14-15, the very first vegan fashion trade show in the world. This 50,000 sq. ft experience will take place in the penthouse of the California Market Center during the LA Market. The Vegan World promises to be an inclusive platform of education, discovery, and collaboration, showcasing an entirely cruelty-free experience from the fashion we wear, the beauty we put on our skin, and the food we eat. It encapsulates a world where ethics and trends intersect as a creative ode to the end of animal exploitation and a celebration of human evolution.

Highlights will include runway shows, a designer showroom with brands committed to embracing cruelty-free practices, a vegan lounge with delicious food options, the first vegan clothing swap, and experiential activations. Furthermore, the Vegan World will host the second edition of The Future of Fashion conference, which will feature designers, scientists, policymakers, and editors discussing the most critical issues facing the fashion industry and emerging alternatives. We will present a landscape of future materials and sustainable innovations such as lab-grown faux fur and plant-based alternatives to leather, wool, and silk.

This season’s partners and sponsors include the Ace Hotel, the California Market Center, LA Tourism, LA Fashion District, Miyokos, The Nonhuman Rights Project and thought-provoking online magazine LiveKindly, who focuses on sustainable and compassionate living.

For more information, schedule and to purchase tickets, visit www.veganfashionweek.org.

About Vegan Fashion Week
Vegan Fashion Week is dedicated to elevating ethical fashion globally and to raising awareness of cruelty-free practices. The concept awoke the interest of governments and companies, as well as activated several collaborations to solidify Los Angeles as the leading ethical fashion destination in the world.

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Fight the Frizz For Smooth and Moisturized Hair with Virtue

If you are a girl like me who enjoy the summer time but hate to have a frizz hair, you should read today’s article to the end for sure. I highly recommend this brand to you because it works great for me!

Summer is great for getting out of the office early and sunbathing, but with the heat comes humidity which can really put a damper on keeping our hair sleek and shiny. That can all change. With a few Virtue products, you can tame the frizz and have healthy and moisturized locks even when humidity is in the air!

Virtue Un-Frizz Cream, $20.00

Virtue Un-Frizz Cream, a rich and nourishing treatment that locks moisture in a keeps the frizz out! Straight hair becomes sleeker, wavy hair grows smoother, and curls gain definition. No chemicals or heavy waxes needed. A smoother that instantly transforms your texture. Un-Frizz Cream calms unruly hair, smooths course cuticles and eliminates frizz on contact.

Alpha Keratin 60ku® is a whole, human keratin protein, the first of its kind ever used in hair care. Born from regenerative medicine, it is identical to the keratin in our hair, skin, and nails, so it has the power to bind directly to damaged areas and repair unlike anything else.

Using your hands, work a quarter-sized amount into clean, damp hair from roots to ends. Blow dry for a smooth finish or air dry to enhance your natural texture.

Virtue Moisture Defining Whip, $36.00 for full size

Keep hair hydrated while styling with Virtue Moisture Defining Whip, a weightless, luxurious mousse that enhances texture, nourishes hair and defines the style. You can let your hair air dry or style for a perfect frizz-free look!

Virtue® Moisture-Defining Whip is a weightless, moisture-enhancing mousse that combines our patented Alpha Keratin 60ku® with nourishing oils to help hydrate, condition, and define your style. It is perfect for waves and curls alike, as it delivers touchable definition for textured hair while nourishing and adding shine. Rich and creamy, this luxurious mousse absorbs instantly into hair for a smooth, nourishing feel. Color-safe, paraben-free, gluten-free, vegan.

Shake bottle well. Dispense a golf ball size dollop of product into palm. Rub hands together and scrunch into towel-dried hair, from ends to roots. Let air dry or diffuse.

Virtue’s Dry Shampoo, $32.00 for full size

Keep moisture locked in and save strands from unnecessary washes with Virtue’s Dry Shampoo. The lightweight mist goes on dry to remove build-up, oil, and odor while reviving your style with each use. Think less frizz and more moisture!

Virtue® Labs Dry Shampoo is a lightweight, invisible dry shampoo that removes build-up, oil, and odor while reviving your style with each use. This invisible, super-light formula truly cleanses the hair while it enhances scalp health. Created without any heavy styling ingredients that can add more build-up, it’s a reinvigorating pick-me-up for hair in need of a refresh. Color-safe, paraben-free, gluten-free, vegan.

Shake well before using. Hold can 6-8 inches away from hair and spray evenly throughout roots. Massage loosely with fingertips and brush through lightly if desired.

Seal the cuticle and combat damage with Virtue’s Restorative Treatment Mask. Add moisture, shine and hydrate hair without weighing it down. Get silky hair with reinvigorated health in under 3 minutes!

Virtue® Labs Restorative Treatment Mask deeply hydrates and repairs hair without weighing it down. This lightweight formula works on all hair types, adding shine, moisture, and smoothing hair in under 3 minutes. Infused with our proprietary Alpha Keratin 60ku®, this product delivers an immediate and intense hydrating and conditioning boost for silky soft hair that’s immediately reinvigorated with health and nourishment. Color-safe, paraben-free, gluten-free, vegan.

After cleansing hair, remove excess water and apply a generous amount, distributing evenly through hair. Leave on for 2-3 minutes. Rinse well. For best results, use once a week (or as needed) as an intensive treatment after shampooing.

Virtue: A DIFFERENT WAY OF DOING THINGS

Virtue is built by a team of believers, optimists, and do-gooders. They put boundless stock in innovation. They sweat every detail. And above all, they strive to make a real, impactful difference, which means they only make products that deliver on promise.

Their commitment to their values drives every part of their business, from ensuring that all Virtue’s products are cruelty-free to the level of care for their customers. Most importantly, they believe that social responsibility should live at the core of a company, so they support like-minded nonprofits and take a stand when it matters most.

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Audio-Technica To Exhibit Its Latest High-Performance Headphones, Turntables and More at AXPONA 2019

At AXPONA 2019, AudioTechnica demonstrated its latest high-performance headphones and showcasing a selection of turntables from high-end to entry level.

In addition, the AT-ART1000 state-of-the-art phono cartridge played in four rooms at the show, and AudioTechnica in partnership with Music Direct had headphones and phono cartridges for sale at special pricing.

ATH-AP2000Ti
Over-Ear High-Resolution Headphones

ATH-CK2000Ti
In-Ear Headphones

ATH-CM2000Ti
In-Ear Headphones

The new over-ear ATH-AP2000Ti (US$1,250.00), in-ear ATH-CK2000Ti(US$750.00) and in-ear ATH-CM2000Ti (US$400.00) headphones feature a host of AudioTechnica‘s latest engineering and materials technologies. All these Hi-Res Audiomodels employ driver diaphragms with a DLC (diamond-like carbon) coating and a Permendur magnetic circuit to deliver exceptional musical detail.

ATH-M50xBT
Wireless Over-Ear Headphones

The ATH-M50xBT wireless over-ear headphones (US$199.00) bring Bluetooth capability to one of the world’s most acclaimed pro audio and consumer headphones, the ATH-M50x.

  • Wireless, on-the-go design delivers the same critically acclaimed sonic performance as the original ATH-M50x professional studio headphones
  • Touch control provides convenient access to voice assist
  • Mic and button controls built into the earcup allow for easy handling of calls, music playback and volume adjustment
  • Proprietary 45 mm large-aperture drivers deliver exceptional clarity throughout an extended frequency range, with deep, accurate bass response
  • Over-ear design for excellent sound isolation in loud environments
  • Professional-grade earpad and headband material for long-lasting durability and comfort
  • Up to 40 hours of continuous use on a full charge
  • Compatible with aptX and AAC codecs

ATH-ANC900BT
QuietPoint® Wireless Active Noise-Cancelling Headphones

The ATH-ANC900BT (US$299.00) is AudioTechnica‘s new top of the line QuietPoint® wireless active noise-cancelling model. The headphones feature exclusive digital hybrid active noise cancellation along with exceptional Hi-Res, aptX and Bluetooth 5.0-compatible audio quality.

ATH-ADX5000
Audiophile Open-Air Dynamic Headphones

ATH-DSR9BT
Wireless Over-Ear Headphones with Pure Digital Drive

AudioTechnica also exhibited its flagship ATH-ADX5000 open-air headphones (US$1,999.00) and the ATH-DSR9BT headphones (US$549.00) featuring the Pure Digital Drive system, which keeps the audio signal completely digital from source to driver for unmatched wireless sound quality.

AT-LP120XUSB
Direct-Drive Turntable (Analog & USB)

AT-LP60XBT
Fully Automatic Wireless Belt-Drive Turntable

AT-LP7
Fully Manual Belt-Drive Turntable

AT-LP5
Direct-Drive Turntable

The new AT-LP120XUSB USB turntable (US$249.00) and AT-LP60XBT Bluetooth turntable (US$149.00) come with built-in phono preamps, pre-mounted cartridges and everything needed to enjoy high-quality record playback. AudioTechnica also showed its top of the line AT-LP7 and its AT-LP5 turntables (US$799.00, US$449.00).

About Audio-Technica:

Established in 1962, Audio-Technica is a worldwide group of companies devoted to the design, manufacture, marketing and distribution of problem-solving audio equipment. Initially known for state-of-the-art phonograph cartridges, A-T now creates high-performance microphones, headphones, wireless systems, mixers and electronic products for home and professional use.

Winner of numerous industry awards, Audio-Technica manufactures products that set quality, durability and price/performance standards for live sound tours, broadcast and recording studios, corporate and government facilities, house-of-worship venues, and more. A-T microphones are chosen for critical government installations such as the U.S. House of Representatives and Senate. Audio-Technica microphones and wireless systems are also selected for major broadcast music events, including the GRAMMY® Awards and the Rock & Roll Hall of Fame induction ceremonies.


Audio-Technica products have provided seamless audio coverage and technical support in U.S. presidential debates since 1988. A-T mics also deliver versatile solutions at high-profile sports broadcasts, including World Cup Soccer, the Super Bowl, and the Commonwealth Games, as well as the Summer Games in London (2012), Beijing (2008), Athens (2004), Sydney (2000), and Atlanta (1996), and the Winter Games in Sochi (2014), Vancouver (2010), Torino (2006) and Salt Lake City (2002).


Audio-Technica Corporation in Japan, in addition to offering a wide range of products under its own brand, is a leading OEM supplier of audio transducers, optical sensors and a variety of specialty devices. Audio-Technica U.S., Inc. markets and distributes A-T products throughout the Western Hemisphere. With other operating companies in Europe, Singapore and Hong Kong, Audio-Technica today is a global leader in its field, committed to providing superior performance and exceptional value for customers around the world.

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LEADING SKINCARE BRAND, MURAD, CREATES FIRST-EVER SCIENCE-BACKED WELLNESS POP-UP EXPERIENCE ENCOURAGING BEAUTY FROM THE INSIDE OUT

Last month, Heydoyou was invited to celebrate the 30th anniversary of the iconic, CA-based Murad brand at Westfield UTC San Diego! In celebration of the brand’s 30th anniversary, Murad founded by renowned dermatologist Dr. Howard Murad – is embarking on its innovative Wellness Vault pop-up experience, a first-of-its-kind experiential activation for a prestige skincare brand.

The “Wellness Vault” pop-up is a one-stop-shop for unlocking a healthy lifestyle. The pop-up encourages guests to unlock their own wellness by way of a free-standing vault. Differing from traditional wellness, Murad’s approach is backed by science and supported by clinical studies. To bring the brand’s science-backed wellness to life, the vault encompasses Dr. Murad’s four core philosophies: Be Kind to Your Mind, Eat Your Water, Awaken Your Body and Nourish Your Skin. Each value is represented within the wellness vault through experiential touchpoints, including meditative sound baths, skin consultations with Dr. Murad, an interactive de-stressing intention wall, fresh fruit juices and more.

Prestige skincare brand, Murad® known for its highly efficacious skincare, has created a multi-pronged, immersive experience that encourages guests to unlock their own wellness by way of a free-standing vault. Differing from traditional wellness, Murad’s approach is backed by science and supported by clinical studies. The brands purpose is to offer a one-on-one, authentically bespoke experience with the vault’s attendees to develop rooted relationships and amplify the aspect of human connection to Murad’s brand affinity.

A Champion of Modern Wellness®, Dr. Murad built his career on the belief that skincare is healthcare – an integral piece of our body’s interconnected wellness puzzle. He created his namesake brand in 1989 to not only share his innovative skincare formulas, which were among the first to show measurable results without surgery, but to also advance his research on the effects of the environment, nutrition and lifestyle on the skin. Dr. Murad was the first to identify Cultural Stress™, or the stress of modern living, as a health threat. His Modern Wellness® program seeks to connect the dots for a 360° wellness lifestyle including cellular hydration, nutrition, mental wellness, joyful exercise and creative expression.

This philosophy, invented by Dr. Murad, forms the backbone of Murad’s innovative 30th Anniversary Wellness Vault pop-up experience, a first-of-its-kind experiential activation for a prestige skincare brand. The tour would stop in three cities through June and July 2019; a one-stop-shop for unlocking a healthy lifestyle.

“Skin is the body’s window to wellness. When you care for your body and mind, this reflection and result is evident on your skin. Our activation provides examples of how to encourage a well-rounded lifestyle which will then inadvertently nourish your skin,” said Dr. Howard Murad, founder of Murad®.

To celebrate Murad’s commitment to philanthropy during the brand’s 30th anniversary year, the popular Hydration product lineup will be offered in limited-edition packaging throughout the month of June, featuring the brand’s signature black cherry hue. For every Hydration product sold from June 1st to June 30th, one Murad SPF product will be given to patients at City of Hope, a top cancer treatment and research center in Southern California, with a minimum product donation of 20,000 units. Additionally, Murad will make a monetary donation to City of Hope for its efforts in the research and treatment of cancer, diabetes and other life-threatening diseases.

“We are excited for this chance to genuinely connect with our customers and share our brand purpose of an inside out, body/mind approach to skincare. It’s an experiential opportunity that goes beyond a website or a social post, allowing us to forge tangible relationships.” said Murad® CEO, Michelle Shigemasa.

The Wellness Vault pop-up debuted at Westfield Century City Mall in Los Angeles on June 22nd and continued to Westfield San Francisco Centre Mall on June 29th and finally to Westfield UTC San Diego on July 13th. Each location is supported by robust in-store events with retailer partner, Sephora, where shoppers will be treated to product giveaways, one-on-one consultations with Dr. Murad, mini facials, a D.J. and more.

Additionally, over 70 retail events ran during National Hydration Day weekend, June 21st to 23rd, at Sephora across all major U.S. markets to amplify Murad’s core pillars of wellness featuring the Hydration collection in limited life packaging.

Lulu’s favorite products from Murad Hydration collection.

Revitalixir Recovery Serum

Combats signs of stress-induced aging.

Sphere-infused serum for the face and eyes smooths stress lines, reduces under-eye puffiness and dark circles, and renews vibrancy immediately and over time.

A skin-relaxing blend of neuropeptide, paracress and cannabis sativa seed oil helps smooth while boosting softness and moisture. Niacinamide refines texture as wild indigo helps calm stress signals and visibly reduces under-eye dark circles. Caffeine re-invigorates tone while minimizing under-eye puffiness.

  • Unique delivery system relaxes (sphere) and revives (gel)
  • Hyaluronic acid and cannabis sativa seed oil hydrate

Prebiotic 4-in-1 MultiCleanser

4-in-1 makeup-removing cleanser replenishes with prebiotics.

A gel-to-oil, makeup-removing cleanser that nourishes with prebiotics to balance skin’s microbiome for healthier-looking skin. This 4-in-1, non-drying formula features an ultra-cleansing peptide to melt makeup, dirt and excess oil, while moisturizing emollients deeply hydrate.

  • Removes dirt, excess oil & waterproof makeup
  • Nourishes with prebiotics & deeply hydrates

Invisiblur Perfecting Shield Broad Spectrum SPF 30 | PA+++

Invisible SPF treatment blurs, primes & protects.

Velvety-smooth, colorless primer with advanced skin benefits primes for 12 hours of flawless makeup wear.

Soft-Focus Complex glides over skin, reducing the appearance of pores, fine lines and uneven texture.

  • Primes for 12 hours of flawless makeup wear
  • Velvety-smooth; non-comedogenic

Night Fix Enzyme Treatment

A treatment that repairs skin overnight to give you the radiant,
healthier-looking skin associated with a good night’s sleep.

An overnight treatment that combats the signs of sleep deprivation including lines, wrinkles, dryness and lack of radiance. This chronopeptide and tri-enzyme treatment, in sync with the body’s circadian rhythm, supports natural repair for renewed skin vibrancy. Formulated with a patent-pending aroma technology that is shown to enhance sleep quality.

  • Use like a sleeping mask (after applying moisturizer)
  • The morning after, clients agree that skin looks refreshed, awakened, more hydrated and well-rested

For more information on Murad®, visit www.Murad.com or connect with the brand on Instagram.

ABOUT MURAD, INC.

Founded in 1989, Murad is a pioneering clinical skincare brand dedicated to encouraging people to live happier, healthier and more fulfilling lives. Backed by 19 unique patents and a 30-year legacy of research and clinical testing, Dr. Murad’s unique philosophy is a whole person approach to health and beauty that inspires people to nourish their skin, awaken their body through physical activity, “eat” their water by consuming water-rich fruits and vegetables, and be kind to their mind.

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Rubio’s Trade: Nat’l Avocado Day on 7/31

Hi guys. I wanted to be sure you had the details on Rubio’s Avocado Day this year, and they just launched a new Keto Taco. Rubio’s is one of my favorite restaurants, my husband and I always go there for a healthy salad, a meal of delicious tacos or any other foods. They use nice ingredients, they make yummy tastes. As a local California girl, I just enjoy Mexican coastal grill. And my favorite thing about Mexican food is – I love avocado!

Get Free Chips & Guacamole at Rubio’s on National Avocado Day: Wednesday, July 31

Holy Guacamole!

Celebrate National Avocado Day at Rubio’s Coastal Grill with free, freshly made chips and guacamole with any order on Wednesday, July 31, 2019. Rubio’s guacamole is made onsite daily, using rich Hass avocados, cilantro, garlic, lime juice and natural sea salt. Simply redeem the coupon (https://www.rubios.com/coupons/national-avocado-day) at any of Rubio’s participating locations.

Rubio’s Coastal Grill is encouraging eating seafood twice a week to lower the risk of heart attack and stroke, based on the American Heart Association’s recommendation.

Rubio’s uses responsibly sourced seafood, and features bold, unique flavors in dishes ranging from the  Smoky Oaxacan Shrimp Bowl to Street Tacos. For more information about Rubio’s Coastal Grill and to view the menu, visit www.rubios.com.

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SEE IT. FEEL IT. BELIEVE IT! What Hairstylists Have Been Waiting For

About a year ago on June 6th 2018, fifteen unsuspecting professional hairstylists traveled to sunny southern California – some from across the pond in the U.K. and even as far away as Norway – to take part in what, at the time was only described to them as “Project D.” Influential professional hairstylists like Larisa Love (@larisadoll) Oliva Smalley (@omgartistry), Ariba Pervaiz (@ariba_pervaiz), Denis de Souza (@denisdesouza), Phil Ring (@phildoeshair), and more, were all about to experience a hairstylist’s dream come true. …But this was no dream. It was no illusion. It was real – and they could see it, feel it, and in the end, they could not help but absolutely BELIEVE IT!

I want to introducing Joico Defy Damage! A new line of professional in-salon bond-protecting and color-protecting treatments and an at-home care range that has to be experienced to be believed!

First up, Defy Damage ProSeries, in-salon two-step treatment.

The ProSeries 1, the bond-protecting color optimizing spray, is a true innovation in the hair industry. A first of its kind, the ProSeries1 bond-protecting spray will make jaws drop. The “bond” trend in professional color services has become the new standard but Defy Damage ProSeries1 will not only defy this standard, as a completely NEW way of looking at the needs of hairstylists and clients’ hair, this product will be the new standard. It will save professionals’ time in their color services and blow-outs, it will also make color results better, as well as protect the hair.

With new Defy Damage ProSeries 1 & 2, you can literally defy damage and deliver mind-blowing performance with every color and lightening service. Joico’s Defy Damage ProSeries works beautifully with any hair color and lightener to optimize product performance and provide powerful damage protection. In two easy steps, it helps protect and strengthen hair bonds – before, during, and after every chemical service – helping to ensure the healthiest-looking hair possible… and stunning results you have to see, and feel, to believe.

Damage Defy Pro-Series 1:

bond-protecting color optimizer spray
358 ml / 8.4 net oz

Step 1 of the in-salon, service. A powerful, ultra-dry spray that instantly shields hair from chemical service damage, improves color deposit, and provides greater lift when lightening. Professional use only. Contains higher concentration of Joico’s SmartRelease Technology.

Damage Defy Pro-Series 2:

bond-strengthening color treatment
500 ml / 16.9 fl. oz

An intensive bond strengthening treatment to help replenish bonds, strengthen hair and hydrate, for damage resistant, healthy-looking hair in just one use. Professional use only. Contains higher concentration of Joico’s SmartRelease Technology.

Next, Defy Damage Home Care System.

The at-home system protects all hair types from the ravaging effects of daily heat styling, UV exposure and environmental pollution that lead to dry, dull, lackluster locks. This damage-defying breakthrough helps protect and strengthen hair bonds for a healthy hair transformation, you can instantly see and feel.

Why would a product range like this matter to stylists and their clients? …From frequent chemical services, every-day use of heat tools, environmental pollutants and UV damage – facing the struggles of damaging hair to “get the look” (and KEEP IT) is not only real, it’s daily and it can put clients’ hair at major risk. Enter Defy Damage and a 1-2 step, “spray and go” easy in-salon system, and the at-home care for clients, by Joico – the company that put healthy hair on the map and has created the next big thing in hair care.

Defy Damage Protective Shampoo:
for bond-strengthening & color longevity
300 ml / 10.1 fl. oz
$18.50 SRP

With a rich, luxurious lather, this gentle daily cleanser protects hair both in the salon and at home 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.

  • Free of SLS/SLES Sulfates (SLS/SLES Sulfates = Sodium Lauryl Sulfate/Sodium Laureth Sulfate)
  • Decadently, rich lather for a luxurious cleansing experience
  • Gently sloughs away dirt and debris without roughing up the hair cuticle
  • Leaves hair soft, shiny, and looking healthy

Defy Damage Protective Conditioner:
for bond-strengthening & color longevity
250 ml / 8.5 fl. oz
$19.50 SRP

Replenish moisture and build resilience everyday with Defy Damage Conditioner without weighing hair down.

  • Prevents and protects from daily damage
  • Boosts vital moisture
  • Instantly detangles
  • Leaves hair soft, shiny and looking healthy

Defy Damage Protective Masque:
for bond-strengthening & color longevity
150 ml / 5.1 fl. oz 21.50 SRP

Defy Damage Protective masque goes deep to infuse hair with a brilliant, bond-strengthening defense.

The result? Less breakage, more protection from heat styling. Hair has instant softness and shine…the kind you can see and feel on contact.

  • Helps to rebuild broken hair bonds
  • Deeply replenishes hair without weighing it down
  • See results after the very first use
  • Proactively builds hair’s resistance to damage
  • Leaves hair soft, shiny and looking healthy

Defy Damage Protective Shield:
to guard against Thermal & UV damage
100 ml / 3.38 fl. oz $21.50 SRP

A true damage defense hero against the harsh effects of daily styling and exposure to UV and environmental pollution, Defy Damage Protective Shield helps prevent damage and guards against color fade for beautiful, vibrant, healthy looking hair.

  • Used prior to styling, hair is fortified inside and out.
  • Instant, daily protection from damaging heat, UV and environmental exposure
  • Makes hair 4X more resistant to breakage during heat styling (Against combing breakage on clean damaged hair.)
  • Protects against color fade
  • Leaves hair soft, shiny and looking healthy

The secret behind this true break-through in start-to-finish damage protection is in the key ingredients: Arginine, Moringa Seed Oil, and a Protective Lipid. Beyond this, the SmartRelease Technology – a one-of-a-kind liposome delivery system that packs a punch by providing a trifecta of healthy-hair ingredients that continuously release Rose Hip Oil, Arginine, and Keratin – repairing, strengthening and protecting hair from the cumulative effects of daily styling. Defy Damage ProSeries contains a higher concentration of the new SmartRelease Technology.

ProSeries In-Salon Treatment…

  • 80% Less Breakage*
  • 5X Stronger Hair*
  • Increased & More Even Lift
  • Bond Renewal & Strengthening
  • Evens Porosity for Better Color Deposit
  • Maintain over 90% of Color Vibrancy**
  • Start to Finish Bond Protection
  • Immediate Soft Feel
  • Increase Shine

At Home Care System… 

  • 80% Less Breakage*
  • 5X Stronger Hair*
  • Maintains over 90% of Color Vibrancy**
  • Strengthens & Rebuild bonds
  • See results after just 1 use
  • Immediate Soft Feel
  • Increase Shine

Joico Defy Damage has been available as of March 2018 in the US and Canada. Check with your local distributor for other regions or go to Joico.com to discover more.

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