Welcome Joico’s new LumiShine Powerhouse Reds

The benefits of the latest LumiShine Powerhouse Reds from Joico are endless, with true-tone hues, fade-resistant technology and a diverse range of fierce colours coming at you with the new launch. The collection of rich red hues extends from modern rosé, to plum and all of the tone’s variations, making the launch, forgive the pun, straight fire.

Along with the new innovations, Joico recruited Katy Perry’s personal hairdresser, Rick Henry of Nine Zero One Salon to create the new Red Quick Melt technique to launch the collection. The multi-dimensional hues are used in the new, trending look and educated online.

“As a colourist, creating that perfect redhead could be a challenge. With the new LumiShine Powerhouse Reds, I know my client will leave with that beautiful, shinny, vibrant, head-turning red that she’s always wanted,” Rick said.

The colours are formulated with the ground breaking J5 Fade Resistant technology as well as built-in protection from environmental aggressors and UV rays, prioritising hair health alongside aesthetics and hitting new goals for vibrancy, strength and longevity. This J5 Fade Resistant Technology is comprised of P5 Dye, Bond-Building Argiplex, Moringa Seed Oil and a Quadramine Complex, which combine to offer the colour’s reconstructive properties, advanced protection, condition and moisture, reduced breakage and defences against fading.

The Permanent Crème colours last up to 40 shampoos, with double the shine, reduced breakage and 100 per cent replenished hair. With a focus on the client and hairdresser, they’re made with low ammonia and optimal viscosity for ease of application. The Demi-Permanent Liquid Colour protects colour from UV exposure and every day damages, with the same longevity and replenishment as its permanent counterpart. The versatile formula corrects, glazes and glosses, with a pH balanced formula that gives softness and shine.

The 14 new shades, and their corresponding technique and education materials around it are making the red hair spectrum unbeatable. Achieve fire results with Joico’s latest colour technology.