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See it. Feel it. BELIEVE it.

It’s pretty simple – new Defy Damage from JOICO is a revolutionary new in-salon treatment and after care line up that saves you time, boosts your colour results and is cost-effective too. But seeing is believing, so watch it in action for yourself. Prepare for your jaw to drop…

Gill Berry

JOICO’s new Defy Damage Pro range leaves hair looking super-shiny, strong and healthy. Gill Berry shows you how to use the series to its best effect.

Dom Seeley

Even brilliant blondes, which usually face an uphill battle against texture change and uneven colour deposit, are covered. Dom Seeley shows us why you have to see its results yourself to believe it.

Jason Hogan

Jason Hogan showcases the innovative Pro Series 1 spray which helps to lock in colour and shield against damage. See it, feel it, believe it.

Paul Watts

Paul Watts creates a shiny, sleek bob finished off with the Defy Damage Protective Shield. For results so good you have to see it to believe it!