HELMOND, THE NETHERLANDS (December 2009) – The ‘art of healthy hair’ experts, Joico, have created the ultimate conditioning and styling product, the NEW K-PAK Color Therapy Restorative Oil, to not only protect your clients color vibrancy but also to repair damaged hair strands.

Using the breakthrough technology QuadraBond Peptide Complex™, K-PAK Color Therapy Restorative Styling Oil strengthens your client’s hair while doubling the life of its color vibrancy. This complex resurfaces and reconstructs hair to ensure that damaged strands maintain color intensity for twice as long.  It reduces breakage by 65% after just one use; even the weakest, most fragile or structurally impaired hair feels softer, silkier, shinier, healthier and more manageable.

K-PAK Color Therapy Restorative Oil is a weightless formula that is equally effective as a treatment or a styling product.  Rich in an exotic blend of Manketti, Argan and Evening Primrose Oil, it seals and nourishes the hair cuticle, which discourages premature color fading.  As it helps to regenerate hair, it also conditions hair for incredible softness and smoothness.  When using as a styling aid, styling and drying time is reduced and it also provides vibrant shine without weight or build-up.

The science behind K-PAK Color Therapy Restorative Styling Oil
The QuadraBond Peptide Complex™ features four key elements that work together to help repair the outer surface and inner core of each strand.  As a result, hair is stronger and better able to repel the water that diminishes the intensity and vibrancy of hair color.  These four elements provide essential protection to hair’s “β-Layer” (the hair’s first line of defense against damage) which is disrupted and compromised by environmental aggressors, styling and chemical services:

• Quadramine PEP, which contains peptides that attach themselves to damaged sites of hair to provide targeted, long-term repair.  
• Arginine, a consequential amino acid found naturally in the hair, which restores silkiness and shine.  Arginine works to strengthen the hair surface, enabling it to repel water, which in turn minimizes colour loss/fading.
• The Unique Polymer System bonds torn, lifted cuticles, thereby locking in colour molecules and producing significant moisture and shine.
• Ultra-hydrating African Manketti Oil moisturizes and replenishes damaged hair, and provides lasting shine, vitality and softness to hair.

Thanks to this unique complex, K-PAK Color Therapy Restorative Oil is poised to become the first choice for clients in search of a premium professional product that will protect and prolong their color and significantly improve the overall look and condition of their hair.

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Joico, a division of Shiseido, Inc., has been dedicated to the Art of Healthy Hair since 1975. All Joico hair care, styling, hair color and texture products fuse the latest breakthrough in hair care science with inspirations from the worlds of art and fashion, to offer unparalleled quality and performance.

For more information about Joico, please call +31 492 553 999 or visit www.joicoeurope.com