JOICO TRAINER S GUIDE

Transcription

1 JOICO TRAINER S GUIDE

2 TABLE OF CONTENTS 1. PHILOSOPHY HISTORY QUADRAMINE COMPLEX SCIENCE STORY JOICO THE BRAND DAILY CARE K-PAK K-PAK PROFESSIONAL SILK RESULT MOISTURE RECOVERY BODY LUXE COLOR ENDURE STYLE & FINISH Q&A GLOSSARY OF TERMS 92 TABLE OF CONTENTS 1

3 THE JOICO PHILOSOPHY 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. Our strong alliance with Shiseido has led to an even greater treasure chest of opportunities from advanced product research and development to innovative packaging options. Besides our unique formulations and technologies we are also committed to the Art of Hairdressing itself. Our company vision is to continue to play a leading role in upgrading the stylist profession by delivering the right products and education with the highest quality standards. SYNERGY In all our products, we use the finest possible ingredients in their most concentrated form. We never compromise our high quality standards, thus guaranteeing superior product performance. The main objective with every Joico product we develop and manufacture is to re-establish and maintain the optimum health of the hair. This is why Joico products continue to stand apart from all other haircare products. Joico offers synergistic healthy hair care systems to optimize the condition of the hair. INTEGRITY At Joico this means a total commitment to honesty and an optimistic attitude towards business and life. Every Joico product is designed to obtain a certain result with a specific purpose. Our products will deliver the results we promise, nothing more and nothing less. This is our guarantee. SELECTIVITY Joico is a company founded by a hairdresser, for the hairdresser, forever committed to the professional stylist as their loyal business partner. One of our major objectives is to establish long term partnerships with professional stylists. Therefore it is of major importance to be able to identify with and to merge our mutual interests, strategies and philosophies. It is Joico s goal to connect with stylists that share the values and quality standards that are in line with our company philosophies. Only then can we be assured that we have the right fundamentals for a long and successful future. Together we can build a better industry! THE JOICO PHILOSOPHY EDUCATION We have chosen to work within one of the most dynamic, creative and artistic environments imaginable. To grow our professional careers and to stand out from the crowd, we can never stop learning and perfecting our craft. Joico is a service driven company, offering a full range of education programs for all professional stylists. A Joico stylist is one who wants to make a difference, expand their knowledge and align with like-minded stylists and companies to accomplish the goal of upgrading the image of our mutual industry. 2 3 THE JOICO PHILOSOPHY

4 HISTORY 1975 This year marked an important milestone in the hair industry: the inception of Joico professional hair care by a Southern California hairstylist. This year also marked the birth of Joico s own Triamine Complex formula. Offering reconstruction from cuticle to cortex, Triamine Complex mimicked the exact same percentages of all 19 amino acids found within the hair to form a perfect balance of reconstructing proteins. This salon owner had become disenchanted with many of the professional products of the time. He was looking for a product with integrity, something that he and his staff could stand behind. Unlike today, there were few professional product lines back then, causing most consumers to search drugstore and grocery shelves for the answers to their troubled hair. As a result, the salon owner set out to create his own product line to meet the needs of his stylists and clients. Joico s humble presence began in a 900-square-foot building. The products were mixed in stainless steel Navy soup tanks and filled by hand. Although Joico initially began as a solution for a single salon owner, the brand and its unprecedented science approach to hair care began to take the United States by storm and eventually the world During these early years, Joico was looking for a way to create hair care that delivered the most effective reconstructive process. Although the company began with a formula using nucleic acids for reconstruction, within one year another important discovery occurred that would forever change the hair care industry. Joico s scientists discovered how Human Hair Keratin Protein could be captured and used to truly rebuild hair. For the first time in history, Joico began using Human Hair Keratin Protein (HHKP) in all of its products to strengthen and rebuild hair with a benefit that went beyond simply offering a cosmetic or temporary feel to the hair. Using Human Hair Keratin Protein made sense. Because hair needed to be rebuilt with all of the 19 amino acids found naturally in hair, hydrolyzed human hair was the only option to achieve this result. Joico began to acquire HHKP from different sources only to find that researchers were discovering new ways to improve on the formula. Joico took great pride in offering the finest quality products with the best possible results. At the time, HHKP had a molecular weight and size of Although Joico now uses a wider range of molecular weights and sizes, it was a great start to a journey committed to the art of perfecting healthy hair In the early Nineties, science revealed the importance of focusing on the cuticle for optimum condition. Researchers demonstrated that if you can control the cuticle, you can control the integrity of the hair. It was also discovered that the majority of reconstruction occurs during the conditioning process. Because of this, Joico created a new formula called Cationic Triamine Complex. Although Triamine Complex was utilized in all Joico products at the time, Cationic Triamine Complex was added to only conditioners and reconstructors for optimum hair repairing benefits. Cationic Triamine Complex offered the same 19 amino acids found in hair with the same molecular weights and sizes intact, but the formula also featured a positive charge that attracted to the negatively charged cuticle layer. Finally, optimum cuticle protection and repair could be achieved in the quickest and most effective way possible while preventing further damage to the interior of the hair fiber. The end result was stronger, healthier hair with the greatest protection available Although Joico had already mastered the Triamine Complex and Cationic Triamine Complex formulas to mimic hair reconstruction, scientists once again found another extremely important discovery that would change the way Joico reconstructs the hair in the years to come: more effective molecular weights and sizes that resulted in MWS and every size in between for the ultimate in hair reconstruction In January of 2002, one of the most incredible mergers in haircare history occurred. Joico, the company that had led the industry in hair reconstruction, was purchased by Shiseido, the leaders in skincare. Shiseido Inc, finalized negotiations with Joico International to create a new professional haircare family, paving the way for infinite possibilities in growth and new research. HISTORY 1984 In the Eighties, Joico continued its journey as a leader on the forefront of reconstructive hair technology. Once again, science discovered a way to make the original formula more effective, and Joico wasted no time in utilizing this new technology. Researchers proved that HHKP could be processed into MWS of with even more effective and quicker reconstruction results than the original formula JOICO: THE REINVENTION Joico innovates Quadramine Complex, a synergistic hybrid of both Triamine Complex and Cationic Triamine Complex for a new generation of reconstruction. Unlike the two ingredients separately, Quadramine Complex has the ability to enhance the performance of all Joico Shampoos, conditioners, reconstructors and styling aids in every category. HISTORY 4 5

5 QUADRAMINE COMPLEX SCIENCE STORY QUADRAMINE COMPLEX CURRENT JOICO RECONSTRUCTIVE TECHNOLOGY TRIAMINE COMPLEX Triamine Complex was the first and only Human Hair Keratin Protein complex created to combat the daily effects of damage. Joico Laboratories research discovered Triamine Complex consisting of all 19 amino acids that make up hair, Human Hair Keratin Protein in the exact amino sequence, and the proper molecular weights and sizes allowed true human hair reconstruction for the first time ever. For years Triamine Complex was the most effective delivery system for the ultimate in hair reconstruction. Always pushing the available technology, Joico s Research and Development team discovered new ways to optimize cuticle strength in conjunction with the superior interior reconstruction and protection offered by Triamine Complex. CATIONIC TRIAMINE COMPLEX Researchers found that if you could effectively control and repair the cuticle, the interior of the hair would remain more structurally sound and protected against thermal, environmental and chemical damage. Cationic Triamine Complex was formulated to contain the same 19 amino acids, Human Hair Keratin Protein and proper molecular weights sizes but is composed of predominately larger amino acid chains. Furthermore, the addition of a positive charge was added to focus this complex on the larger areas of damage occurring on the cuticle. A new generation had been born to provide the optimum protection and reconstruction to the hair. At the time of its inception Cationic Triamine Complex was only added to the daily conditioners and reconstructors. This is because the available technology proved that reconstruction of the hair could only occur during the conditioning or reconstructive process. Three decades later Joico remains at the forefront of delivering reconstruction to all hair types. Joico is the only company in haircare history to deliver true hair reconstruction, rather than simply offer a cosmetic solution. Today, Joico continues to move forward. Advancing once again to new heights of protection and reconstruction; thus resulting in the New Quadramine Complex era. UNDERSTANDING THE QUADRAMINE COMPLEX Quadramine Complex is a hybrid that is an advanced evolution of Triamine and Cationic Triamine Complex. Unlike the two ingredients separately, Quadramine Complex has the ability to enhance the performance of all Joico shampoos, conditioners, reconstructors and styling aids in every category. Previous technology only allowed Triamine Complex on its own (without Cationic Triamine Complex) to be used in shampoos and styling aids. The purpose of using it in shampoos was not to reconstruct but instead to offer limited protection during the shampooing process. From a styling standpoint, Triamine Complex was added to all styling aids that have resins, polymers, or co-polymers for styling support. The inclusion of Triamine Complex enabled the styling aids to provide better memory and flexibility by inter-weaving with the resins, polymers, or co-polymers creating a netting effect. As research and technology have continued to move forward, Joico researchers uncovered a significant finding. In specific quantities and in conjunctions with Triamine Complex, Cationic Triamine Complex could effectively repair and reconstruct the cuticle, while Triamine Complex focuses predominately on the interior damage, thus delivering optimum protection from the cortex to cuticle, during both shampooing and conditioning. Today Joico has combined the two powerful technologies of Triamine Complex and Cationic Triamine Complex and increased the levels of Human Hair Keratin Protein, creating one new powerful reconstructive formula we call Quadramine Complex. Still, Quadramine Complex contains all 19 amino acids, Human Hair Keratin Protein in their proper sequence, and all proper molecular weights and sizes necessary for optimum reconstruction. Quadramine Complex also still has both negatively and positively charged protein sequences to deliver the optimum benefits to both the cuticle and the cortex without any danger of over keratinization of the hair. Joico s promise is to always inspire the hairdresser through innovative concepts and groundbreaking science to support state of the art hair care. QUADRAMINE COMPLEX Q & A Why a change in the Triamine Complex Story? Joico s philosophy has always been to create products with integrity. At Joico, we have a commitment to research and development which enables us to stay on top of the ever changing available technology. If science shows a way to make something better or more effective we feel compelled to do it first. Research has shown that we can combine Triamine and Cationic Triamine Complex into one extremely effective formula called Quadramine Complex. This new symbiotic complex is beneficial to the hair in shampoos, conditioners and styling products. It is the ultimate ingredient to rebuild, protect and style healthy hair. What is Quadramine Complex made up of? Quadramine Complex contains all essential qualities of Human Hair Keratin Protein found previously in Triamine Complex and Cationic Triamine Complex that includes all 19 amino acids, molecular weights and sizes (MWS) of and the additional positive charges from Cationic Triamine Complex for quick adherence of proteins to damaged sites. QUADRAMINE COMPLEX 6 7

6 QUADRAMINE COMPLEX SCIENCE STORY How do these changes in formula affect the products? In our original formulas, Triamine Complex was the sole protein formula found in Joico shampoos and styling products. Previous research showed that only minor reconstruction could be achieved through shampooing and some protection from environmental and mechanical damage could be achieved in styling products. Today s new revolutionary formula Quadramine Complex makes reconstruction during the shampooing process possible because of the fast and effective adherence of the positively charged amino acids that bind efficiently to the damaged sites from cuticle to cortex. In styling, extra protection from styling tools and environment is made possible, along with our exclusive micro-styling web when Quadramine Complex mixes with polymers, resins or co-polymers. This allows more flexible styling options and memory to every style no matter what your choice of hold. Will I notice more reconstruction or over proteinization from the new Quadramine Complex formula? Due to advancement in technology, the new Quadramine Complex formula will deliver more noticeable reconstruction and repair the hair at a higher speed. When it comes to over keratinization; our formulas and MWS are advanced and will never deliver more protein than the hair can handle. This is Joico s guarantee. QUADRAMINE COMPLEX QUADRAMINE COMPLEX 8 9

7 JOICO THE BRAND Joico is a brand that is globally known for superior product performance, innovation and technology. These attributes combined with our unwavering support of the hair stylist and the salon industry are the major contributors to Joico and our salon partners success. With a commitment to innovative conceptual collections and challenging technical education, Joico exposes a world where healthy hair flirts with art. Joico has always visualized concepts and translated them into trends and products before they present themselves to the masses. This forward thinking was the fuel behind our new packaging design. With roots in modern design, simplicity and sensuality the newest Joico package design reflects the exclusivity of a prestige brand while it remains highly appealing to a wide range of unique individual personalities. Welcome to a world where healthy hair flirts with style. Joico permanently pushes the limits of science and technology and now we go one step further. We combine the power of modern science with the highest grade of ingredients formulated into targeted complexes combined with our exclusive Quadramine Complex for a new range of categories that penetrate, nourish, protect and reconstruct the hair from All of the product categories under the Joico name reflect our heritage, integrity and passion for healthy hair exposing a world where healthy hair flirts with science and technology. INTRODUCING JOICO THE ART OF HEALTHY HAIR. DAILY CARE Daily Care, Joico s core line of cleansers and conditioners offers a full spectrum of balancing hair products that focus on the science of healthy hair and address the end result of every hair type. The exclusive formulas retain vital moisture, promote inner strength and give hair brilliant shine. MOISTURE RECOVERY Joico s premier moisture line, Moisture Recovery features Joico s exclusive Hydramine Sea Complex, a blend of moisture-loving ingredients from the sea such as algae, sea kelp and minerals that quench overly dry hair attributed to the environment, chemical services or genetics. BODY LUXE This unique volumizing and thickening line targets those with fine, limp hair by actually increasing the diameter of each hair fiber without added weight. Sumptuous thickness and increased body are achieved with our exclusive Oat Protein Complex. COLOR ENDURE Designed for the salon consumer who wants to prolong the tonal integrity and longevity of her color, Color Endure takes color preservation one step further with Joico s exclusive three-phase Multi-Spectrum Defense Complex. STYLE AND FINISH Joico s Style and Finish category consists of state of the art styling and finishing products fortified with Joico s exclusive Quadramine Complex. These products are designed to be mixed and matched with your favorite Joico care lines to create customized, healthy style. K-PAK The industry leader in hair reconstruction, K-PAK provides the ultimate product line for repairing, strengthening and protecting damaged and chemically treated hair. This innovative line of scientifically proven yet stylishly delivered ingredients including Keratin Silicone Complex and the Hair Protection System combined with Quadramine Complex address all concerns of damaged hair caused by chemical processing, thermal styling and the environment. JOICO THE BRAND SILK RESULT Silk Result products are designed for those who want soft, silky hair regardless of whether they re starting with fine/normal or thick/coarse hair. At the heart of Silk Result s success is the scientifically advanced Synergistic Silk System, a blend of real silk surfactants, Silk Amino Acids and proteins. From any starting point, the end result - the Silk Result - is softer, silkier, shinier hair. JOICO THE BRAND 10 11

8 THE PHILOSOPHY: Daily Care, Joico s core line of cleansers, conditioners and moisturizers offers a full spectrum of balancing hair products that focus on the science of healthy hair and address the end result of every hair type. The exclusive formulas retain vital moisture, promote inner strength and give hair brilliant shine. THE DAILY CARE CONSUMER: The Daily Care user is someone with a specific hair type who s looking for results to address his or her particular hair needs with a healthy, well-balanced hair care line. THE INGREDIENTS: At the cornerstone of Daily Care lies Joico s exclusive Quadramine Complex, a scientifically balanced and perfectly proportioned blend of the same 19 amino acids found in human hair. This signature Human Hair Keratin Protein reconstructs and strengthens hair from core to cuticle. Because the amino acids in Quadramine Complex vary in molecular weights and sizes (MWS), Joico formulas penetrate all layers of the hair shaft to reconstruct and repair while sealing the cuticle with positively charged molecules. THE FRAGRANCE: The Daily Care line features an alluring fragrance composed of earthy black tea, fresh citrus floral notes with a woodsy base note. DAILY CARE DAILY CARE 12 13

9 BALANCING SHAMPOO FOR NORMAL HAIR PURPOSE: This daily shampoo provides a gentle balance of moisture and protein to strengthen and add suppleness to hair, while Quadramine Complex nourishes and protects. Evening primrose and Starflower Oils also provide protection against both environmental and thermal damage. RECOMMENDED FOR: Those who want gentle daily cleansing with the added protection of Quadramine Complex and nourishing Essential Fatty Acids. INSTRUCTIONS FOR USE: Apply conservative amount of shampoo to wet hair, lather, rinse and repeat as needed. END RESULT: Hair s health is optimized and protected. Due to the lightweight conditioning properties in Balancing Shampoo, hair feels weightless and clean. CONDITIONING SHAMPOO FOR NORMAL/DRY HAIR PURPOSE: Featuring Quadramine Complex and Essential Fatty Acids, this highly concentrated shampoo replenishes moisture and elasticity to dehydrated or chemically treated dry hair. RECOMMENDED FOR: Those who desire a daily shampoo designed to replenish moisture, protect and fortify chemically treated dry hair. INSTRUCTIONS FOR USE: Apply to wet hair, lather, rinse, repeat as needed. END RESULT: Hair is hydrated, renewed. Body and fluid movement are restored and erratic and coarse hair is softened. EVENING PRIMROSE OIL: Rich in Essential Fatty Acids (EFAs); hypo-allergenic and solvent-free. STARFLOWER OIL: Contains the highest concentration of the EFA Rare Gamma Linolenic Acid, which is derived from botanicals and contributes to unparalleled shine and manageability. ALOE VERA: Locks in moisture and conditions scalp. BORAGE SEED OIL: Combats and prevents damage from chemical services, thermal tools and environmental pollutants. ESSENTIAL FATTY ACIDS (EFAS): A higher concentration of EFAs allows for additional shine and manageability. ph OF : Maintains the hair and skin s natural acid mantle oz. 1 L 1 Gal DAILY CARE ph OF : Maintains the hair and skin s natural acid mantle oz. 1 L 1 Gal DAILY CARE 14 15

10 TREATMENT SHAMPOO FOR HEALTHY SCALP PURPOSE: Specifically designed to help control scalp challenges and disorders, this shampoo contains Quadramine Complex and UV protectants to condition and protect against daily environmental stress. A unique blend of Biotin, Jojoba Oil and Inositol slough and remove dry skin that could be caused by dandruff and psoriasis as well as the oily buildup associated with seborrhea. RECOMMENDED FOR: Those who need to alleviate scalp issues such as dandruff associated with both oily and dry scalp, itching and sensitivity. Also great to use as an all over body shampoo for those with dry, sensitive skin. INSTRUCTIONS FOR USE: Apply small amount to wet hair, lather and rinse; for problem scalp, reapply and leave lather on head for 5 minutes before final rinse. *Excessive flaking and itching may occur within the first 5-7 days; this is normal for chronic scalp conditions. With continued use (2 weeks) of Treatment Shampoo, a noticeable management of scalp conditions will occur. CONDITIONER FOR NORMAL/DRY HAIR PURPOSE: Fortified with Quadramine Complex and Starflower Oil, this daily conditioner helps to prevent moisture loss on dehydrated hair while restoring resiliency and shine. RECOMMENDED FOR: Those with naturally dehydrated or chemically treated hair who want a daily conditioner to provide protection against moisture loss and to increase shine. INSTRUCTIONS FOR USE: Following shampoo, apply small amount of conditioner to hair and distribute evenly. Leave in for one full minute then rinse thoroughly. On very coarse or dry hair types, conditioner may be left in hair to provide additional thermal and environmental protection. END RESULT: Leaves dry hair strong, healthy and beautifully resilient. Protects against cuticle damage. END RESULT: A healthier scalp that s free of dry skin, oily buildup and sensitivity. Hair feels soft, full of body and revitalized. BIOTIN: A Vitamin B derivative that helps to promote healthy blood circulation. JOJOBA OIL: A natural oil that is close in nature to the skin s natural sebum; helps add moisture to dry hair and scalp conditions and aids in drawing impurities to the surface of the scalp. INOSITOL: A natural conditioning agent and humectant that helps stimulate healthy skin tissue. SAFFLOWER OIL: A natural oil and conditioning agent that helps restore shine and manageability. ph OF : Maintains the hair and skin s natural acid mantle oz. 1 L STARFLOWER OIL: Contains the highest concentration of the EFA Rare Gamma Linolenic Acid, which is derived from botanicals and contributes to unparalleled shine and manageability. AMPHOLYTE: Reduces swelling, neutralizes cysteic acid. ph OF : Maintains the hair and skin s natural acid mantle oz. 1 L DAILY CARE DAILY CARE 16 17

11 BALANCING CONDITIONER FOR NORMAL HAIR PURPOSE: Fortified with Quadramine Complex, this weightless daily conditioner creates shine, increases body and manageability as it detangles. RECOMMENDED FOR: Those with normal hair types who want the added protection of a lightweight daily conditioner, particularly those with fine, limp hair. INSTRUCTIONS FOR USE: Following shampoo, apply small amount of Daily Care Balancing Conditioner and leave in for one minute. Rinse and style. END RESULT: Maintains optimum moisture balance for shine and manageability. Instantly detangles and eliminates static without buildup. LEAVE-IN DETANGLER FOR ALL HAIR TYPES PURPOSE: Fortified with Quadramine Complex and Panthenol, this weightless leave-in detangler protects and adds moisture for an all day benefit. RECOMMENDED FOR: All hair types. INSTRUCTIONS FOR USE: Spray generously onto damp, towel-dried hair, comb through and style. Do not rinse. END RESULT: Shiny, manageable tangle-free hair that s full of body and sheen. ph OF : Maintains the hair and skin s natural acid mantle oz. 1 L 1 Gal. UV PROTECTANTS: Protects against the sun s harmful ultraviolet rays. PANTHENOL: A Vitamin B5 derivative that is a natural humectant that provides additional moisture, body and sheen. ph OF : Maintains the hair and skin s natural acid mantle 10.1 oz. 1 L DAILY CARE DAILY CARE 18 19

12 MOISTURIZER TREATMENT FOR DRY HAIR PURPOSE: Fortified with Quadramine Complex and Panthenol, this moisturizing treatment hydrates and conditions dry, damaged hair, while the ph of 3.5 helps to seal and restore the cuticle. RECOMMENDED FOR: Those with dehydrated, brittle or chemically treated hair and also those with porosity issues related naturally curly or chemically damaged hair. INSTRUCTIONS FOR USE: Following shampoo, apply small amount to hair, leave in for 5 minutes, rinse and style. END RESULT: Hair is rehydrated and demonstrates more luster, manageability and a softer feel. Seals the cuticle and restores body and elasticity. ph OF 3.5: A slightly acidic ph helps realign open cuticle usually associated with dry hair, thus helping to seal in the moisture added to the hair. PANTHENOL: A Vitamin B5 derivative that is a natural humectant that provides additional moisture, body and sheen. 5.1 oz oz. 1 L DAILY CARE DAILY CARE 20 21

13 THE PHILOSOPHY: The industry leader in hair reconstruction, the K-PAK Technology provides the ultimate product line for repairing, strengthening and protecting damaged and chemically treated hair. This complete line of shampoo, conditioners, treatments and styling products addresses all concerns of damaged hair caused by chemical processing, thermal styling and the environment. THE K-PAK CONSUMER: The K-PAK user wants solutions to his or her beauty problems. This individual is a highend, result-oriented consumer who desires high-performing quality products with proven ingredients and the science to back them. THE INGREDIENTS: K-PAK products contain the highest concentration of Quadramine Complex in the Joico line to provide the ultimate in hair reconstruction. This perfectly proportioned blend of 19 amino acids are the same as those found in human hair, thus providing the ideal building blocks for reconstructing and strengthening hair from core to cuticle. Because the amino acids in Quadramine Complex vary in molecular weights and sizes (MWS), Joico formulas penetrate all layers of the hair shaft to reconstruct and repair while sealing the cuticle with positively charged molecules. Many K-PAK products also contain Joico s exclusive Keratin Silicone Complex, a heat-activated keratin and silicone blend that locks in moisture, seals the cuticle and delivers intense shine and smoothness. THE FRAGRANCE: Fresh citrus notes, such as tart mandarin and lush mango, mingle with nuances of hibiscus and bamboo leaf, while coconut and white musk provide the underlying character. K-PAK K-PAK 22 23

14 SHAMPOO TO REPAIR DAMAGE PURPOSE: Developed to begin the reconstruction process, K-PAK Shampoo uses a unique cream foundation enriched with Joico s exclusive Quadramine Complex and Keratin Silicone Complex to gently cleanse the hair while restoring lost amino acids enhancing the hair s elasticity, strength and shine. RECOMMENDED FOR: Those who desire a rich, shampoo designed with the latest research for unparalleled performance to help repair and reconstruct damaged hair. Due to the low molecular weight and the fusion of silicone and keratin, K-PAK Shampoo is lightweight enough to be used on fine hair but also rich enough for coarse, thick hair. This is particularly true for clients with chemical, thermal and environmental damage. INSTRUCTIONS FOR USE: Wet hair, shampoo and rinse. Repeat if desired. END RESULT: Gently cleanses weak and depleted hair while replenishing lost amino acids, filling in damaged areas of the cuticle and restoring hair s original strength and condition. Hair s tensile strength is measurably increased and hair is more responsive to styling and is noticeably more resilient. CONDITIONER TO REPAIR DAMAGE PURPOSE: This rich conditioner, featuring Joico s exclusive Quadramine Complex and K-PAK s Keratin Silicone Complex is designed to deliver the exact amount of daily conditioning needed to reconstruct the hair both internally and at the cuticle level. Due to the K-PAK technology hair can never be overkeratinized. Hair emerges strengthened, detangled and protected. RECOMMENDED FOR: Those desiring a daily conditioner designed with the latest research for unparalleled performance to repair and reconstruct damaged hair. Due to the low molecular weight and size and the fusion of silicone and keratin, K-PAK Conditioner is lightweight enough to be used on fine hair but also rich enough for thick, coarse hair. This is particularly true for clients with chemical, thermal and environmental damage. INSTRUCTIONS FOR USE: After shampooing, apply K-PAK Conditioner to hair and let stand for one minute. Rinse. END RESULT: K-PAK Conditioner restores weak and depleted hair while replenishing lost amino acids, filling in damaged areas of the cuticle and restoring hair s original strength and condition. Hair s tensile strength is measurably increased and hair is more responsive to styling and is noticeably more resilient. K-PAK conditioner leaves hair feeling smooth, silky and shiny while promoting vitality and bounce. Joico s proteins are comprised of all 19 amino acids found in hair and designed to not only cosmetically seal and repair hair but actually rebuild damage to both hair s interior structure and the cuticle. KERATIN SILICONE COMPLEX: An exclusive keratin and silicone blend that locks in moisture, seals and polishes the cuticle and is heat-activated to deliver weightless, intense shine and smoothness to the hair oz. 1 L Joico s proteins are comprised of all 19 amino acids found in hair and designed to not only cosmetically seal and repair hair, but actually rebuild damage to both hair s interior structure and the cuticle. KERATIN SILICONE COMPLEX: An exclusive keratin and silicone blend that locks in moisture, seals and polishes the cuticle and is heat-activated to deliver weightless, intense shine and smoothness to the hair oz. 1 L K-PAK K-PAK 24 25

15 PURPOSE: K-PAK s original Reconstructor featuring the highest concentration of Quadramine Complex is the ultimate choice for true hair reconstruction. By rebuilding the hair s structure with both negatively and positively charged proteins from the inside out, K-PAK rebuilds stressed, damaged and chemically treated hair by bringing it back to its natural healthy state. RECOMMENDED FOR: Those who are experiencing breakage, premature color loss or lack of styling responsiveness due to chemical, environmental or physical damage. K-PAK s 19 amino acids are arranged in the exact sequence needed to replace depleted or damaged areas in and on the hair resulting in reconstruction without over-keratinization. INSTRUCTIONS FOR USE: Depending on the amount of reconstruction needed to restore hair, K-PAK can be used once or twice a week. Apply K-PAK Deep-Penetrating Reconstructor to the hair and let stand for 5 minutes without heat. Rinse. For thick hair, follow with K-PAK Conditioner. For coarse dry hair follow with K-PAK Intense Hydrator. END RESULT: K-PAK Reconstructor fully restores weak and depleted hair while replenishing lost amino acids, filling in damaged areas of the cuticle and restoring hair s original strength and condition. Hair s tensile strength is measurably increased and hair is more responsive to styling, holds on to color longer and is noticeably more resilient. DEEP-PENETRATING RECONSTRUCTOR FOR DAMAGED HAIR Joico s proteins are comprised of all 19 amino acids found in hair and designed to not only cosmetically seal and repair hair, but actually rebuild damage to both hair s interior structure and the cuticle. 5.2 oz. 8.5 oz. 1 L LIQUID RECONSTRUCTOR FOR FINE/DAMAGED HAIR PURPOSE: This unique daily reconstructive liquid protein spray featuring Quadramine Complex, offers fine hair strength, reconstruction and protection without added weight. RECOMMENDED FOR: Those with fragile, fine hair who are experiencing breakage, premature color loss, and a lack of styling responsiveness. K-PAK Liquid Reconstructor is perfect solution for those who need featherweight reconstruction to counteract chemical, thermal and environmental damage. INSTRUCTIONS FOR USE: Spray liberally to hair after shampooing and conditioning (optional). Comb through and leave in before adding styling products. END RESULT: Fine, lifeless hair has restored vitality, strength and elasticity. K-PAK Liquid Reconstructor fully restores weak and depleted hair while replenishing lost amino acids, filling in damaged areas of the cuticle and restoring hair s original strength and condition. Clinical results show the increase in hair s tensile strength resulting from regular usage of Liquid Reconstructor to be equal to the results of K-PAK original Reconstructor. Joico s proteins are comprised of all 19 amino acids found in hair and designed to not only cosmetically seal and repair hair, but actually rebuild damage to both hair s interior structure and the cuticle oz. K-PAK K-PAK 26 27

16 INTENSE HYDRATOR TREATMENT FOR DRY/DAMAGED HAIR PURPOSE: This intense hydrating treatment featuring Quadramine Complex is designed to restore moisture to overly dry, damaged hair, rendering it manageable, soft, shiny and hydrated. K-PAK Intense Hydrator seals the cuticle, improves elasticity and increases hair s movement. RECOMMENDED FOR: Those who experience frizzy and/or erratic, dry hair due to dehydration from environmental, chemical or hereditary issues. K-PAK Intense Hydrator is recommended for those who use K-PAK Deep-Penetrating Reconstructor for structural damage, particularly those with extremely dry, chemically treated hair that requires immediate hydration. INSTRUCTIONS FOR USE: For best results, shampoo with K-PAK Shampoo then follow with K-PAK Intense Hydrator.» Allow treatment to penetrate deep within the hair shaft by leaving it on for at least 5 minutes.» Heat is not required.» Rinse and style. LEAVE-IN PROTECTANT TO PREVENT DAMAGE PURPOSE: This weightless, foaming leave-in protectant featuring Quadramine Complex, K-PAK s Keratin Silicone Complex and Hair Protection System finalizes the reconstruction process by sealing the cuticle and providing thermal and environmental protection to the hair. RECOMMENDED FOR: Those concerned about cuticle damage due to chemical, thermal and environmental damage. INSTRUCTIONS FOR USE: Apply 2 to 3 pumps to hands and emulsify. Distribute product to towel-dried hair and comb through for even distribution. Apply more if needed. Style. END RESULT: K-PAK Leave-In Protectant detangles, adds shine, conditions, eliminates static and protects and repairs cuticle damage. END RESULT: Dehydrated hair is replenished, smooth, elastic and responsive to styling. Due to its low ph of 3.5, Intense Hydrator treatment not only fills in lost lipids to replenish dehydrated hair, it seals the cuticle resulting in a polished surface that holds moisture in longer. Joico s proteins are comprised of all 19 amino acids found in hair and designed to not only cosmetically seal and repair hair, but actually rebuild damage to both hair s interior structure and the cuticle. SILICONE: Super fine, lightweight silicone blend locks in moisture, seals the cuticle and delivers intense shine and smoothness to the hair. LANOLIN AND SHEA BUTTER: Fill in lost lipids, controlling frizz and restoring body. 8.5 oz. 1 L Joico s proteins are comprised of all 19 amino acids found in hair and designed to not only cosmetically seal and repair hair, but actually rebuild damage to both hair s interior structure and the cuticle. KERATIN SILICONE COMPLEX: An exclusive keratin and silicone blend that locks in moisture, seals the cuticle and is heat-activated to deliver intense shine and smoothness to the hair. HAIR PROTECTION SYSTEM (HPS)» Antioxidant Complex: Protects hair against damaging free radicals (environmental pollutants) and ultraviolet rays.» Essential Fatty Acid Complex: Restores shine, flexibility and manageability to hair while balancing moisture levels.» Botanical Moisturizing Complex: Botanically derived moisturizers that replenish moisture, resulting in naturallooking hair that is easy to style and maintain. 8.5 oz. K-PAK K-PAK 28 29

17 SMOOTHING BALM TO STRAIGHTEN AND PROTECT PURPOSE: This heat-activated straightening balm featuring K-PAK s Keratin Silicone Complex, Hair Protection System and Quadramine Complex straightens, conditions and eliminates frizz while protecting against thermal and environmental damage. RECOMMENDED FOR: Those desiring sleek, smooth and healthy hair, especially clients with coarse, curly and frizzy hair. INSTRUCTIONS FOR USE:» Apply a conservative amount of product to hands and emulsify well.» Distribute evenly through damp, towel-dried hair and always comb for even distribution while paying particular attention to midshaft to ends.» Using a brush and a blow dryer on medium-heat setting, blow-dry the hair applying tension to smooth hair while drying.» Dry hair completely for maximum smoothing.» Finish with K-PAK Protect & Shine Serum for added shine and smoothness. THERMAL DESIGN FOAM FOR PROTECTIVE STYLING PURPOSE: This weightless, alcohol-free foam featuring Quadramine Complex and K-PAK s unique Hair Protection System protects hair from dryness and dullness caused by thermal styling and delivers exceptional body, volume and support for any hair style. RECOMMENDED FOR: Those desiring exceptional control, health and body without a tacky or hard hold. INSTRUCTIONS FOR USE:» Apply a light amount of product to hands and emulsify well. Apply to hair, working scalp to ends and style.» Use to style and define curls while using a diffuser.» Utilize round brushes, blow dryers or any styling tool for the ultimate in body, bounce and volume. END RESULT: Hair is left shiny and healthy. Gives hair exceptional flexible hold without a hard or tacky feel. END RESULT: Hair is left silky smooth and humidity proof. Joico s proteins are comprised of all 19 amino acids found in hair and designed to not only cosmetically seal and repair hair, but actually rebuild damage to both hair s interior structure and the cuticle. KERATIN SILICONE COMPLEX: An exclusive keratin and silicone blend that locks in moisture, seals the cuticle and is heat-activated to deliver intense shine and smoothness to the hair. HAIR PROTECTION SYSTEM (HPS)» Antioxidant Complex: Protects hair against damaging free radicals (environmental pollutants) and ultraviolet rays.» Essential Fatty Acid Complex: Restores shine, flexibility and manageability to hair while balancing moisture levels.» Botanical Moisturizing Complex: Botanically derived moisturizers that replenish moisture, resulting in naturallooking hair that is easy to style and maintain. 6.8 oz. HAIR PROTECTION SYSTEM (HPS)» Antioxidant Complex: Protects hair against damaging free radicals (environmental pollutants) and ultraviolet rays.» Essential Fatty Acid Complex: Restores shine, flexibility and manageability to hair while balancing moisture levels.» Botanical Moisturizing Complex: Botanically derived moisturizers that replenish moisture, resulting in naturallooking hair that is easy to style and maintain oz. K-PAK K-PAK 30 31

18 PROTECT & SHINE SERUM PURPOSE: This shine serum featuring K-PAK s Keratin Silicone Complex, Hair Protection System and Quadramine Complex protects, polishes and seals the cuticle while helping to prevent split ends and frizziness. RECOMMENDED FOR:» Colored hair to add vibrancy and shine.» Curly hair to provide shine, definition and separation.» Dull, coarse hair for new life and improved manageability.» Long hair to replenish naturally lost oils and to help prevent split ends.» Those seeking cuticle reconstruction and additional shine. INSTRUCTIONS FOR USE:» Apply 1-3 drops to the palm of hand and emulsify.» Distribute through damp hair before blow-drying or styling.» Add more to dry hair to aid in frizz control and to provide intense shine. END RESULT: Hair is left glossy, healthy and weightless. Ingredients nourish and moisturize hair as well as protect against further damage. PROTECTIVE HAIR SPRAY FOR MEDIUM HOLD PURPOSE: This medium-hold hair spray featuring Quadramine Complex and K-PAK s unique Hair Protection System provides ultimate protection while delivering flexible styling, healthy body, volume and control that lasts all day. RECOMMENDED FOR: Those looking for a medium-hold hair spray that offers the ultimate in protection for stressed or damaged hair. INSTRUCTIONS FOR USE:» A medium-hold finishing hair spray for any style needing a natural to medium finished look.» Use while flat-ironing to protect against thermal damage and to deliver sleek, smooth and healthy hair.» Use as a finishing tool to tame and smooth any flyaways while adding more control to your styles.» Utilize as a working spray for up-styles. With its workable finishing properties, you are able to smooth and define hair into place effortlessly. END RESULT: Leaves hair feeling natural, touchable and brushable. KERATIN SILICONE COMPLEX: An exclusive keratin and silicone blend that locks in moisture, seals the cuticle and is heat-activated to deliver intense shine and smoothness to the hair. HAIR PROTECTION SYSTEM (HPS):» Antioxidant Complex: Protects hair against damaging free radicals (environmental pollutants) and ultraviolet rays.» Essential Fatty Acid Complex: Restores shine, flexibility and manageability to hair while balancing moisture levels.» Botanical Moisturizing Complex: Botanically derived moisturizers that replenish moisture, resulting in naturallooking hair that is easy to style and maintain. HAIR PROTECTION SYSTEM (HPS):» Antioxidant Complex: Protects hair against damaging free radicals (environmental pollutants) and ultraviolet rays.» Essential Fatty Acid Complex: Restores shine, flexibility and manageability to hair while balancing moisture levels.» Botanical Moisturizing Complex: Botanically derived moisturizers that replenish moisture, resulting in natural-looking hair that is easy to style and maintain oz. MACADAMIA SEED OIL: Lightweight moisture and antioxidant protection. EVENING PRIMROSE OIL: Rich in Essential Fatty Acids to help regulate moisture. 1.7 oz. K-PAK K-PAK 32 33

19 The K-PAK Hair Repair System is a professional-only treatment line designed to optimize hair reconstruction in the salon. It also revives and rebuilds damaged hair, increasing shine, smoothness, strength and moisture. With the K-PAK Hair Repair System, the hair s tensile strength is restored, hydration levels are replenished and porosity is equalized. As a result, chemical services, including permanent waves, all salon color services and relaxers are optimized and hair is more receptive to styling services. K-PAK K-PAK 34 35

20 THE K-PAK HAIR REPAIR SYSTEM PURPOSE: K-PAK Hair Repair System is a professional-only treatment designed to optimize hair reconstruction in the salon. It revives and rebuilds damaged hair, increasing shine, smoothness, strength and moisture. The K-PAK Hair Repair System is the only professional system in the salon industry that uses K-PAK technology combined with Joico s exclusive Quadramine Complex to truly reconstruct damaged hair from the inside out. RECOMMENDED FOR: Salon clients seeking the ultimate in healthy hair and long lasting chemical service results. Due to the Hair Repair System s ability to improve hair structurally from the inside out, all color, perm and straightening services look better and last longer. This makes K-PAK Hair Repair System invaluable to any salon that has a reputation for performing superior chemical services. SERVICE AND HOME MAINTENANCE RECOMMENDATION: Hair repair services in the salon are fundamental to client satisfaction and loyalty and they should be prescribed along with proper home maintenance to solve client s specific hair problems such as: HAIR TYPE Damaged to severely damaged hair with compromised integrity IN-SALON SERVICE K-PAK Hair Repair System HOME MAINTENANCE PROGRAM K-PAK Shampoo/Conditioner/ Intense Hydrator/Reconstructor INSTRUCTIONS FOR USE: STEP 1 CHELATING: Shampoo hair with K-PAK Chelating Shampoo. Let stand for 5 minutes for optimum chelating benefits. Rinse. K-PAK PROFESSIONAL Fine, limp hair lacking volume, body and elasticity To rejuvenate natural curls, texture or an old perm Dry, dehydrated and frizzy hair lacking elasticity. Color treated hair with high porosity and structural damage. Does not hold color well Curly, frizzy and erratic hair that lacks both softness and shine and desires a smooth satin finish. Normal hair receiving chemical services in the salon. K-PAK Hair Repair System K-PAK Hair Repair System K-PAK Hair Repair System K-PAK Hair Repair System K-PAK Hair Repair System K-PAK Hair Repair System Body Luxe Thickening Shampoo/ Conditioner/Elixir K-PAK Liquid Reconstructor K-PAK Shampoo/Conditioner/ Intense Hydrator/Reconstructor Moisture Recovery Shampoo/Conditioner/ Treatment Balm or Lotion (depending on hair s density)/k-pak Reconstructor Color Endure Shampoo/Conditioner/ Leave-in Protectant/K-PAK Reconstructor Silk Result Shampoo/Conditioner/ Straight Smoother K-PAK Reconstrutor Daily Care Shampoo/Conditioner/ Detangler/Moisturizer (recommended for hair type)/k-pak Reconstructor STEP 2 ACIDIFYING: Apply K-PAK Cuticle Sealer to the hair. Let stand 5 minutes. Rinse. STEP 3 RECONSTRUCT: Apply K-PAK Deep-Penetrating Reconstructor to hair. Let stand 5 minutes. Rinse. Note: For extremely stressed and damaged hair, repeat steps 2-3 up to 3 times for maximum results. STEP 4 HYDRATE: Apply K-PAK Intense Hydrator to the hair. Let stand 5 minutes. Rinse. Note: If utilizing the Hair Repair System before a chemical service, stop after Step 3 and proceed with chemical service. After chemical service, repeat Step 2 (Acidify) and finalize with Step 4 (Hydrate). END RESULT: Hair s tensile strength is restored, hydration levels are replenished and porosity is equalized. As a result, chemical services including permanent waves, all salon color services, relaxers, etc., are optimized and hair is more receptive to styling services. Refer to individual product pages. 1 L K-PAK PROFESSIONAL 36 37

21 CHELATING SHAMPOO FOR CLARIFYING, CHELATING & CONDITIONING PURPOSE: This intense clarifying treatment cleanses the hair and removes mineral deposits and styling product buildup. The creamy formula leaves the hair moisturized, smooth and radiant, providing an excellent overall feel and slip for wet-combing after the chelating process. RECOMMENDED FOR: Step 1 in K-PAK s Hair Repair System for the ultimate in total hair repair and for general periodic chelating. INSTRUCTIONS FOR USE: Apply to wet hair, lather and let stand for up to 5 minutes for maximum chelating results. Rinse. END RESULT: Removes all mineral deposits, styling product buildup and any foreign debris that may hinder hair from reaching a fully reconstructed state. Hair also feels manageable, moisturized and conditioned a feeling not commonly associated with chelating treatments. CUTICLE SEALER ph NEUTRALIZER PURPOSE: K-PAK Cuticle Sealer smoothes and tightens the cuticle, locks in curls and color and reduces ph swelling to restore hair back to its natural state of It is a vital step in all Vero color services and compliments all other alkaline services performed in the salon. RECOMMENDED FOR: Step 2 in K-PAK s Hair Repair System or as a postchemical treatment to balance ph and seal and lock the cuticle. INSTRUCTIONS FOR USE: When used with the Hair Repair System or after a chemical service, apply to hair after Chelating Shampoo and let stand for 5 minutes. Rinse. END RESULT: Cuticle is locked down and sealed. Any sign of swelling or raised cuticle is diminished and hair is returned back to its natural ph-balanced state of QUADRAMINE COMPLEX: An exclusive blend of positively charged, low molecular weight and size proteins (MWS ) that adhere quickly and effectively to ensure maximum protection and reconstruction from the cuticle to the cortex. HAIR PROTECTION SYSTEM (HPS):» Antioxidant Complex: Protects hair against damaging free radicals (environmental pollutants) and ultraviolet rays.» Essential Fatty Acid Complex: Restores shine, flexibility and manageability to hair while balancing moisture levels.» Botanical Moisturizing Complex: Botanically derived moisturizers that replenish moisture, resulting in natural-looking hair that is easy to style and maintain. 1 L QUADRAMINE COMPLEX: An exclusive blend of positively charged, low molecular weight and size proteins (MWS ) that adhere quickly and effectively to ensure maximum protection and reconstruction from the cuticle to the cortex. ESSENTIAL FATTY ACID COMPLEX: Restores shine, flexibility and manageability to hair while balancing moisture levels. ph: 2.5 TO 3.5: Restores hair that has been exposed to alkaline chemicals to its natural ph of 4.5 to 5.5 thus reducing swelling and color loss. 1 L K-PAK PROFESSIONAL K-PAK PROFESSIONAL 38 39