LaunchPad - November 2011 - (Page 56)

INSIDE STORY Smooth Operator Joico’s newly launched Smooth Cure line fights frizz for days—sans sulfates or formaldehyde. Call it the 72-hour cure: Joico’s Smooth Cure line rolls out four products that work synergistically to control coarse textures, fight frizz and tame unruly locks for up to three full days. Designed to replace or enhance the results of chemical-smoothing services, the sulfate- and formaldehyde-free formulas promise 24-hour high-humidity protection and a 79% reduction in frizz. “Smooth Cure is a line like no other because it straightens and safely tames without harsh or harmful chemicals,” boasts Damien Carney, Joico international artistic director. “This is a truly healthy regime, with maximum effectiveness when all of the products are used in combination.” Stylists can start the tress-taming cocktail with manageabilityboosting Shampoo and Conditioner, continue with proteinreplenishing Leave-In Rescue Treatment, and finish with mists of Thermal Styling Protectant, designed to seal in the Treatment and protect against up to 450° F of heat styling. The technology behind the products: proprietary KeraShield Complex—comprised of emollient tucuma butter, rich in omegas 3, 6 and 9; Brazilian nut oil to control water loss and infuse fatty acids; hydrolyzed keratin for damage and color-fading defense; and Quadramine Complex, K-PAK’s blend of proteins that ensures protection from cortex to cuticle. “With Smooth Cure, there are so many options: You can diffuse the hair, dry naturally, blow-dry, or even set and curl it,” Carney explains. “No matter the client’s style, hair emerges smoother and better-conditioned, with incredibly luxurious texture.” And no matter the client’s natural texture—the products prove lightweight enough for fine strands, so they can easily be layered, yet remain effective on curly or thick tresses. Meanwhile, Joico is supporting the launch with education and social media efforts that target salons and stylists. “We’re very excited about the launch of Smooth Cure,” Carney enthuses. “The line follows Joico’s commitment to products that not only offer clients their desired results, but also leave hair strong and increase its vibrancy and ‘styleability.’” —Tracy Morin Joico’s new Smooth Cure line boasts max manageability. 56 11.11 Images: courtesy of Joico

Table of Contents for the Digital Edition of LaunchPad - November 2011

LaunchPad - November 2011
Editor’s Notebook
In Touch
Runway Report
Star Struck
Backstage Pass
First Look
Inside Story
Brand New
Green Piece
Color Lab
Male Order
Tool Talk
My Way
Salon of the Month
First Person
Free Launch
Beauty 911
Saving Face
Quick Tips
Only Hue
Hollywood for the Holidays
Puppet Show
Advertiser Index

LaunchPad - November 2011