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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.”

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