Joico’s goal is to “Turn Heads.” In addition to being the brand’s new tagline, Turn Heads represents Joico’s 2013 transformation with new product formulations, new packaging, new styling products and new DNA based technology for hair reconstruction and repair. Joico has also developed a new patent-pending Bio-Advanced Peptide Complex for targeted hair repair by replicating the exact amino acids in the exact order of the peptides that cause damage.

“By mimicking the exact peptide chain needed to optimally repair and protect hair, Bio-Advanced Peptide Complex goes above and beyond the limits of human hair keratin, not only repairing the exact sites of damage, but also preventing future damage with a molecular shield of protection that lasts up to 25 shampoos,” says Rushi Tasker, director of research and development. This technology is now featured in the formulations of all Joico shampoos, conditioners, treatments and the new stylers.

Joico is also introducing a new collection of styling products, the Power Series with AquaLastik which deliver long-lasting hold that is flexible and humidity proof. The Power Series holds styles without stickiness or stiffness for up to three days.

“Joico has always been a leader in hair repair and hair reconstruction. We pioneered this, and with this latest amazing breakthrough in our science, the basis of every great product we produce, we are not just leading the way, we are forging a new way to think about hair care,” says Sara Jones, senior vice president and general manager of Joico. The new Power Series and new styling line are available in salons January, 2013.  Visit joico.com.