Joico Uses DNA-Based Science to Change Haircare

POWER SERIES with AquaLastik
Luminous, long-lasting hold without a stiff or sticky feel. These next-generation stylers, including Power Spray Fast-Dry Finishing Spray, Power WhipWhipped Foam, Power Gel Sculpting Gel, deliver the ultimate in powerful yet flexible hold thanks to Joico's exclusive AquaLastik technology, which forms a crystal-clear web of durable, humidity-proof hold that can be recharged and restyled for up to 72 hours.

"Hold, shine and flexibility are the holy trinity when it comes to hairstyling," says Joico International Artistic Director Damien Carney . "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."

"By igniting a new brand image that is both contemporary and innovative, JOICO will set a new standard of beautiful hair for its customers," says Candy Gebhart , Senior Director of Marketing. "At JOICO we enable our stylists to transform consumers with our products - not just in the way their hair looks, but more importantly, in the way their customers feel. Our heritage demands we push the limits of science forward and offer the most effective products for beautiful hair that turns heads."

Watch more on the new JOICO here.

The JOICO Power Series and new styling line join the award-winning reformulated range of problem-solution collections for every hair type, including K-Pak, Color Endure, Smooth Cure, Body Luxe, Moisture Recovery and Daily Care beginning in January 2013 in salons nationwide. For locations and more information go to

Joico, a division of Zotos, Inc., a Shiseido company, has been pioneering revolutionary hair-science and artfully blending it with the latest innovations in hair care creating beautiful, healthy hair that Turns Heads since 1975. All Joico hair care, styling, haircolor and texture products fuse the latest breakthroughs in hair care science with inspirations from the worlds of art and fashion, to offer exceptional quality, unparalleled performance and lasting beauty from the inside out.