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Joi
There’s nothing in the world like the beauty of healthy hair. Its vitality, color, and shine have a radiance that can’t be ignored: like the way it lights up a room… lifts the spirit… and lifts the spirit of those around you. We have a  ame for this remarkable energy. We call it “joi.” Somewhere along the way, through all the cuts and colors, bangs and blowouts, hair starts to lose its joi; because what makes us happy about our hair and what makes hair happy, can be two different things. At Joico, we know they don’t have to be. We believe happiness and healthy hair can live in harmony.

Sharing Joi
Joi is at the heart of everything we do and everything we create. Here at Joico, our product innovations are designed to return hair to its strongest, shiniest, healthiest state—after just one use, and with every use that follows. Our tagline “the joi of healthy hair,” is a message that communicates positive emotion and unparalleled science. It’s more than just a promise; it’s a guarantee.

Inner Joi
Joi starts on the inside. Look for our Quadramine Complex® in all Vero K-PAK®, LumiShine® and Color Intensity products. This unique technology reconstructs hair both internally and externally with every single color process. A perfect marriage of Quadramine and hair’s natural structure helps those dye molecules penetrate faster and deeper than ever before, resulting in truly amazing color quality, long-lasting results, and the healthiest hair you could ever imagine.

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K-PAK’s multi-action formulas feature megadoses of their revolutionary Bio-Advanced Peptide™ and Quadramine® complexes—the most powerful reconstructive technologies known to hair—to repair and strengthen hair precisely where it needs it, when it needs it.

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Available exclusively through salons, STRUCTURE is positioned to appeal to sophisticated consumers of both sexes with a sense of style, humour and individualism. The monochrome packaging and edgy tattoo-influenced logo and graphics will resonate in particular with the 18-35 demographic.

JOICO Vero K-Pak Color System is the only color system in the world that reconstructs the hair while coloring. Why? Because it contains the patented Quadramine Complex™, which reconstructs the hair from the inside out, also during the coloring process. JOICO Vero K-Pak Color System offers a wide range of permanent and demi-permanent colors, including a revolutionary color for mature hair, and the best color support products.

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