Online Exclusives

Young at Heart

April 29, 2008

Joico launches Re:Nu Age Defy Line in New York City.

Young at Heart



Joico launches Re:Nu Age Defy Line in New York City.



By Melissa Meisel
Associate Editor



Joico has gotten one step closer to tapping the proverbial fountain of youth. At a beauty breakfast held last month at the London Hotel in New York City, the Zotos-owned hair care brand rolled out its latest innovation for Spring 2008—the Re:Nu Age Defy Line, said to stop gray hair in its tracks. The company also appointed a spokesperson for the line, Dilek Onur-Taylor, owner of Enve Salon and Spa in Chicago, and presented the Vero K-Pak Color Age Defy Series, a new color system targeted toward the rejuvenation of the complicated texture of gray hair.


Re:Nu Age Defy promises to put an end to gray hair.
There are more Baby Boomers in salon chairs today than any other group of clients—according to Joico Director of Education Angelia Polsinelli, who hosted a detailed presentation at the event. She noted that signs of hair aging include the loss of density, manageability, vibrancy, shine, strength and color. Joico’s new Re:Nu Age Defy hair care collection aims to stop the clock, reversing these aging hair signs and preventing further follicular erosion.


The Re:Nu Age Defy System features a “unique, scientifically advanced formula” created by Shiseido. The key component is the range’s Re:Nual Serum, a first-of-its kind formula said to reverse the graying process. It contains panax ginseng extract to encourage healthy growth and strength, Japanese sansho pepper to inhibit development of gray growth and hops extract to keep color and texture vital and supple.


Complementary shampoos and conditioners round out the Re:Nu collection in two types—a Softness and Manageability System for coarse, dull hair, featuring a shampoo, conditioner and primer; as well as a Fullness and Body System for fine, fragile hair, complete with a pre-shampoo treatment, shampoo and primer. The products also feature airless pumps to preserve the ingredients and a “one-touch” system for convenience.


According to Ms. Polsinelli, the results are impressive—stylists can now offer their clients a noticeable reduction in the rate of gray growth, plus smoother, shinier, softer and more manageable texture; protection from moisture loss; protection from environmental stresses; reduced structural damage and increased strength and substantial scalp nourishment.


Besides a new product line aiming to celebrate youthful tresses, Joico also put a face to the Re:nu name with the appointment of Ms. Onur-Taylor as spokesperson.


 “I truly believe that this is the next best thing in professional hair care,” said the Chicago-based salon owner who also served as a Joico educator and guest artist for 12 years.  


Always on the lookout for the “new and next,” Ms. Onur-Taylor is excited about her new role as the face for Joico’s new hair care system. As Re:nu’s spokesperson, she will meet with beauty editors and distributors, and spearhead the training for Joico’s network of artists and salon advisors.  She has already been involved in product testing and reports that clients are enthusiastic. 


“They can’t wait for the official release,” Ms. Onur-Taylor says, “and I’m really excited to be able to share something like this, something that the industry has never seen before.”
 

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • Innovation On Display

    Melissa Meisel, Associate Editor||February 3, 2016
    P&G Beauty Digital Studio showcases new products for 2016

  • It’s All About Teamwork

    It’s All About Teamwork

    Melissa Meisel , Associate Editor||January 4, 2016
    Collaboration was the theme of the Consumer Specialty Products Association 2015 annual meeting.

  • Burgeoning Beauty

    Burgeoning Beauty

    Melissa Meisel, Associate Editor||January 4, 2016
    A look at trailblazers for 2016 and beyond.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.

  • What’s All the ‘Fuzz’ About?

    What’s All the ‘Fuzz’ About?

    Jeremy Kerstetter, Assistant Editor||September 28, 2015
    Lawyer presents the power and versatility of essential oils by adding them to her own handmade dryer balls.

  • A New Kind of Hero

    A New Kind of Hero

    Tom Branna, Editorial Director||September 14, 2015
    An upstart household product company puts a new spin on the idea of home cleaning.

  • A Panoramic View

    A Panoramic View

    Jeremy Kerstetter, Assistant Editor||September 7, 2015
    ZSS takes a 360° approach to skin health.

  • It

    It's All in the Delivery

    Jeremy Kerstetter, Associate Editor||August 31, 2015
    AlureVé relies on pharmaceutical technology for its anti-aging skin care line.

  • A Brand of Its Own

    A Brand of Its Own

    Christine Esposito, Associate Editor||August 24, 2015
    Amyris creates its own skin care solution for consumers.

  • Eye on Korea

    Eye on Korea

    August 17, 2015
    At the Personal Care Conference in Shanghai there was distinct emphasis on beauty ideas from Korea.

  • No Coasting Here

    No Coasting Here

    August 12, 2015
    A Q&A with Coast Southwest CEO Joseph Cimo.

  • Scoring Big with Women’s Soccer

    Scoring Big with Women’s Soccer

    Christine Esposito, Associate Editor||July 8, 2015
    Carli Lloyd and crew have star power—but will any beauty firm be smart enough sign these soccer stars? Take our poll now.

  • Are You for Real?

    Are You for Real?

    June 22, 2015
    Counterfeit cosmetics and pseudo scents permeate the internet; here's how brands can protect themselves.

  • Teen’s Non-Toxic Dream Gets Real

    Teen’s Non-Toxic Dream Gets Real

    Christine Esposito, Associate Editor||June 8, 2015
    Rhode Island teen Ava Anderson serves as CEO of a fast-growing direct sales company that’s playing in multiple household and personal care categories.

  • A Reason to Smile?

    A Reason to Smile?

    Jeremy Kerstetter, Assistant Editor||June 1, 2015
    IRI study uncovers consumer optimism...even among Millennials.

  • The Right Choice

    The Right Choice

    Nancy Jeffries, Contributing Editor||May 28, 2015
    The CEW Insiders's Choice Beauty Awards

  • More than Moisture

    More than Moisture

    May 25, 2015
    With diabetes so prevalent in the US, a new Eucerin line is meeting the unique needs of diabetic skin.