Friday, January 11, 2013

Joico Gets Brand Face-Lift January 2013


Happy Friday lovelies! On January 1, Joico launched a reformulated range of haircare products, geared toward solving problems for every hair type and giving consumers options to achieve healthy hair. Using DNA-based hair science, Joico conducted an extensive brand transformation that included new product formulations, eleven next-generation stylers and a brand face-lift.

I love Joico’s International Artistic Director Damien Carney. Damien creates some knockout looks and after catching one of his how-to videos, I was hooked on Damien’s work. This is what Damien had to say about the Power Series. “Hold, shine and flexibility are the holy trinity when it comes to hairstyling. (SO TRUE!) With the new Joico Power Series and range of styling products I can use heated tools to create beautiful, natural looking styles that stay put – this is what we’re seeing in the salons, natural-looking healthy styles that shine. And thanks to the formula’s flexibility, I can restyle and rework a look immediately.”

Yes, I know what you’re thinking, … “Damien gets paid to say that!” The Makeup Examiner however, does not get paid to say anything about any brand and is brutal when it comes to telling readers about products. Just wait until you read my upcoming Crap List 2013! But, I digress. The Makeup Examiner had the opportunity to review several products from the Joico Power Series stylers. Four of the newly launched products that I reviewed are, Joico Power Spray Fast-Dry Finishing Spray (9 oz. $16.95), Humidity Blocker Finishing Spray (4.5 oz 14.95), Power Whip Foam Mousse (10.02 oz 19.95) and Power Sculpting Gel (8.05 oz 14.95).


Power Spray Fast-Dry Finishing Spray is a level 8-10 spray that offers a firm flexible hold, as does the Humidity Blocker Finishing Spray. Both finishing sprays have a nice scent and both also offer a humidity-proof hold. Although the Power Spray Fast-Dry Finishing Spray is supposed to be a “layerable” spray I actually preferred the Humidity Blocker Finishing Spray because I found the later to have a more flexible hold and a better spray for restyling. Both finishing sprays delivered a healthy shine and ultimately it is a personal preference regarding the hold factor.


The Power Whip Foam Mousse was amazing! I’m generally not a fan of mousse, but Power Whip gave my naturally curly hair amazing soft curls, zero stiffness and a healthy shine. The Power Sculpting Gel delivered tremendous styling control when I chose to straighten my hair and wear it in an up-do. Overall, the four products that I tried left my hair feeling healthy and I can’t wait to try more products from Joico! Joico products are available at select retail outlets.

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