JOICO recently launched it’s latest hair care which fights graying hair. The anti aging beauty in the beauty  industry is worth USd27billion and  so far anti aging in hair care has always been through hair coloring which a lot of baby boomers between ages of 44 and 62 have had to contend with so far. So  JOICO has  taken the lead in their new and revolutionary product RE:Nu Defy Hair Care  System.The revolutionary hair products is the RE:NU  Serum. Please be informed that Kim Judkins Bonadio, JOICO artist from the USA says that as she works with many people of all ages at her salon, she sees more and more younger people is prematurely faced with graying of the hair due to hair damage.

Let’s talk about hair damage:  hair gets damage through

• UV damage
• environmental damage
• chemical treatments  like bleach
• mechanical damage like hair extensions
• aging of hair follicles

So the result of all the damage is hair loses density, ,manageability, vibrancy , shine, strength, and of course , grays appear.

What JOICO claims to do is to arrest the graying process and in fact reverse the growth of grays! But it does not claim to reduce hair loss which is for some people also part of an aging process , which like Dr Rushi Tasker says is a whole new different issue by itself.

Dr Rushi Tasker, Vice President of Research and Development for JOICO International in his presentation also said that “the unique technology in Re:nual Serum  when used regularly will reverse observable gray hair, restore natural color by encouraging hair growth…” so all is not entirely lost if you do experience minor hair loss!

Dr Rushi Tasker, Vice President of Research JOICO

The ingredients in Re:nu  Age Defy Hair Care System works to protect  hair from harmful UV rays, environmental free radical and mechanical damage. Constant use will mean that hair will retain its youthful appearance and has renewed ability to stay that way.

But how are gray hair formed…

As hair ages or is damaged , the melanocytes cells that produces melanin  a substance that gives hair color becomes less active and hair becomes translucent. Melanocytes than shifts up the follicle and hair will eventually have no more pigments hence white hair.

But this range ‘s main ingredients zanthoxylum fruit extract makes melanocytes present and acts as a propeller to activate and produces melanin which is what gives hair color. The presence of hops( increases melanocytes), Japanese Sansho Pepper activates pigment producing melanocytes  and Panax Ginseng Extract  (promotes natural healthy strand development) as well almost ensures that there will be 50% less new gray hair within four months. The result is dark , strong vibrant looking hair.

Their time line for improvement:

two to six weeks : a healthier scalp

two to six months – observe a reduction in gray growth

after six months of  regular use : test should show reversal of graying process with return of natural hair color and radiance.

Some gray facts:

Men start graying by age 30 to 35 years old

Women start graying by age 35 to 38 years old.

The RE:NU AGE DEFY Hair Series

These products are only available in VIP salons (like A Cut Above, La ‘Mode Coiffure and the likes ) by first week July. But fret  not the salons would be trained to recommend you the best product after consultation  and styling and in just 3 easy steps voila!

1) The Softness and Manageability  System for coarse , dull hair (blue color range)

Shampoo, condition and primer  to  serve as a nourisher for hair strands with amino acids and seals in moisture for an intensely glossy and  vibrant finish.

2) The Fullness and Body System for fine fragile hair.

Shampoo , conditions and primer serves as  a body booster that restores fullness and bouncy easy to style texture.

The primer is an integral part of the process as it gives lift  and binds hair without weighing down hair. It is is also not sticky and protects against humidity  (so hair is able to retain shape) and provides 50% more memory over 24 hours …in layman terms- stays up longer ehem…

There are also a series of styling and finishing products available like-controlling creme, bodifying language, volumising foam and last but not least styling and finishing spray…the quintessential finish to any well coiffed hairdo! But oh yes, this product is also suitable for men!

Like everything else, from mutual funds to insurance…start saving young and have  a healthy account  of melanocytes and therefore crowning glory protected!

Products are available at the Hair Salons below:

1. Andy Ho Haute Coiffure (Pavilion)

Lot 6.16, Level 6

Pavilion Kuala Lumpur

168 Jalan Bukit Bintang, 55100 KL

03-21414401

1. Andy Ho Haute Coiffure (Gardens)

The Gardens Mid-Valley City

Lingkaran Syed Putra

59200 KL

03-22874201

1. Junn Salon

52-1, Platinum Walk

No. 2 Jalan Langkawi Setapak

53300 KL

012-6843674 (Junn)

1. Jazzmine Salon

44B Jalan 52/4

46200 PJ, Selangor

03-79554668

1. The Cutting Room

Lot 3F-6, 3^rd Floor

Bangsar Village II

No. 2 Jalan Telawi Satu

Bangsar Baru, 59100 KL

03-22877677

1. Style Design Hair Salon

7 Jalan SS15/2A

Subang Jaya

47500 Selangor

03-56379907

1. Facework Beauty Centre

5-L Lorong Delima 3

Island Glades

11700 Penang

04-6552130

1. Molecule Hair Salon

33-01-81 Jalan Lim Chwee Leong

Prangin Mall

10100 Penang

04-2642880

1. Seasons Academy & Studio

112F Jalan Kampung Perak

05100 Alor Setar

Kedah

04-7336476

Possible related posts...

• Introducing the new Shiseido White Lucent Intensive Spot Targeting Serum+
• Emmagem’s Picks – Christmas Coffer Offers
• Shiseido Maquillage Moisture Rouge Lipstick
• Lisa Eldridge- The Artist
• Worn-out fashion terms that should be left behind in 2010!