Joico is expanding its best selling K-Pak brand to target those with color-treated hair.
K-Pak, Joico’s leading brand for damaged hair, is introducing K-Pak Color Therapy this September. Color Therapy consists of a shampoo, conditioner and restorative styling oil.
According to Joico officials, K-Pak Color Therapy restores the outermost layer of the hair — or b-layer — which is meant to protect the hair, but is often compromised after color and all other chemical processes, according to Sara Jones, senior vice president and general manager for Joico, ISO and Senscience brands.
“Products aren’t refined enough to protect the b-layer,” according to Jones, which is said to lose a significant amount of color within the first two to three weeks of shampooing.
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Using an altered version of the K-Pak technology, Color Therapy now includes Quadramine PEP, a polymer system designed to protect the hair by attaching to “the potholes in the b-layer.” It also uses arginine, an amino acid said to help shine, and African manketti oil, said to help moisturizing. According to Jones, K-Pak Color Therapy “can double the life of the color in the hair” and is weightless.
The shampoo, priced at $13.95, is said to gently cleanse without stripping color in the b-layer. The conditioner, priced at $15.95, is said to defrizz and remove tangles. The Restorative Styling Oil, priced at $19.95, has been designed to be weightless and to nourish the hair cuticle. It can also be used as a styling aid.
The line will be available at all Joico salons, about 60,000, this fall. Industry sources expect K-Pak Color Therapy to generate about $2 million in first-year retail sales.
Joico is also making some “green” changes. Anthony Perdigao, vice president of operations of Zotos International, Joico’s parent, said Joico will be one of the first in the industry to have a wind turbine producing energy for their manufacturing site, which is based in Geneva, N.Y. The turbines will be built within the next year. Also, K-Pak Color Therapy containers are made out of recycled materials.