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
  • I Want It All

    I Want It All

    Melissa Meisel , Associate Editor||May 2, 2016
    Skin care moves beyond the basics with pampering formulations with unique components and novel functions.

  • Wacker Builds on Its Success

    Wacker Builds on Its Success

    Tom Branna, Editorial Director ||May 2, 2016
    The silicone maker had a good 2015 and expects the gains to continue in 2016, driven, in part, by success in the Americas and

  • That’s Awesome!

    That’s Awesome!

    May 2, 2016
    Extracts & Ingredients highlights the newest ideas in efficacious oils for the personal care market.

  • Kitchen Counter Cosmetics

    Kitchen Counter Cosmetics

    Christine Esposito, Associate Editor||May 2, 2016
    LOLI box marks the convergence of natural and organic ingredients, subscription service and DIY cosmetic chemistry.

  • Mapping Out Multicultural Beauty

    Mapping Out Multicultural Beauty

    April 25, 2016
    Agnieszka Saintemarie of Kline Group about current trends and challenges in multicultural beauty.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.

  • 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.