Haircare juggernaut Joico has partnered with the National Breast Cancer Foundation (NBCF) in the pursuit of no deaths from breast cancer by 2030, achieved with important donations, research and awareness. The brand will be encouraging salons and clients to go pink in October, with $1 for every tube of Joico’s Colour Intensity Pink Shades purchased by professional hair salons donated directly to the NBCF.

Joico is proud to support the National Breast Cancer Foundation to help raise funds for life-changing breast cancer research.

“We are so honoured to be partnering with NBCF for the month of October. We hope that people can show their support and help NBCF reach their target of zero deaths for 2030,” commented Joico spokesperson, Kylie McLeod.

The initiative complements current trends, which are seeing clients asking for major hair transformations as a form of change and excitement. As such, this is an ideal time for clients to experiment with colour, and choose from the brand’s range of seven pigmented pink shades, with endless customisation. The fact that it has a philanthropic bonus makes it even more special.

This money will go towards the NBCF’s endeavour to reach zero deaths from breast cancer by 2030. Since the NBCF started funding research in 1994, five-year breast cancer survival rates have improved from 76 per cent to 91 per cent, meaning we’re on the right track, but with much still to be done. Sadly eight women still pass away from breast cancer every day, equalling more than 3000 deaths a year. However, there is still more work to be done, and together we can help. Breast cancer is the most commonly diagnosed cancer with 55 Australian’s diagnosed every daily.

Targeted research is the most effective way to improve how breast cancer can be diagnosed and treated and Joico’s commitment to the cause aims to help, with valuable funds, awareness and a little more pink energy pervading Australian hair salons.

Be a part of it this October.

For more information visit https://www.joico.com.au/pro-color/color-intensity/