IN A FLASH: The 7-Second Bond Builder by JOICO® Defy Damage

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    JOICO, a pioneer in hair care innovation, unveils its latest breakthrough: Defy Damage IN A FLASH, a transformative rinse-out treatment designed to build bonds and fortify hair structure in just 7 seconds. Harnessing the power of Defy Damage technology, this liquid-to-crème formula delivers an instant transformation, making hair stronger* and more resilient against breakage*.

    With a legacy of performance dating back to 1975, JOICO continues to redefine healthy hair care with cutting-edge solutions. Following the recent launch of the acclaimed Defy Damage KBOND20 Masque , Defy Damage IN A FLASH joins the award-winning portfolio, catering to salon professionals and discerning consumers alike.

    IN A FLASH is the ultimate solution for time-pressed individuals seeking maximum results in minimal time. In just 7 seconds, this rapid treatment offers a myriad of benefits:
    • Hair is up to 20x more resistant to breakage*

    • Creates bonds and strengthens the hair structure

    • Leaves hair silky smooth without weighing down

    • Safe for colour-treated hair

    • Silicone-free

    • PETA-certified, Animal-Free Testing

    *Against combing breakage on damaged hair during heat styling.

    With Enhanced Bonding Technology and Liquid Keratin, this damage-defying treatment starts building bonds from the first shampoo application, providing unparalleled protection against hair breakage.

    Available now from JOICO salons and beauty e-tailers. RRP 31.90

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