About a year ago on June 6^th 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.