Defy Damage® IN A FLASH™

This is your quick journey to strong hair! With the innovative power of Defy Damage®, Joico IN A FLASH™ helps build bonds, delivering a dazzling seven-second transformation you can see and feel. This swift hair protector will help build bonds, making hair stronger* and less prone to breakage*. Get the full list of benefits below:

 

• Hair is up to 20 times more resistant to breakage*
• Unique liquid-to-crème formula
• Creates bonds and strengthens the hair structure
• Leaves hair silky smooth without weighing it down
• Safe for color-treated hair
• Silicone-free
• PETA-approved, global animal test-free

 

Check out the before and after below!

 

It takes three easy steps to use Defy Damage® IN A FLASH™ for stronger hair:

 

Emma Sheahan, Joico Senior Manager for Product Development and Technical Hotline, says, “There’s an ooh-and-aww in the delivery. The product undergoes an exothermic reaction when it comes into contact with water, creating a liquid-to-crème treatment. It’s something special to see and experience.”

 

“I love Defy Damage® IN A FLASH™ because it’s a time-saving product that actually works! It makes the hair extremely soft and shiny, within just a few seconds… truly remarkable,” shares Larisa Love (@larisadoll), Joico Global Brand Ambassador and Artistic Director.

 

 

A Look Inside The Technology:

One post-shampoo application builds bonds, strengthens* and protects hair from breakage*. IN A FLASH™ includes Joico’s Enhanced Bond-Building Technology: This will provide healthy-looking results you can see and feel powered Liquid Keratin, an essential building block of healthy hair. Press play to hear more…

 

 

“What impressed me was how quickly it worked to deliver shine and how soft it made the hair feel,” shares Laura Gibson (@lgibsoncolorist), Joico Global Artistic Director for Hair Color.

 

 

For more information, visit joico.com.

 

*Against combing breakage on damaged hair vs. untreated.