What a blonde wants…

A blonde expects their colour to stay brilliantly bright weeks after their in-salon colour. They want aftercare products that protect from fade and they want hair that’s nourished and conditioned. Blondes need Blonde Life by JOICO.

Blondes have always been big news. In fact, about 46 per cent of women who colour their hair worldwide choose to go blonde. And this season blondes are back on the catwalks in all their glorious varying shades, from a golden, beachy hue to a pale platinum palette.

The women who choose to go blonde know what it takes to be and stay blonde. There’s the roots, the touch-ups, the toning, the damage and the dulling. There’s no doubt about it, going blonde – and staying fresh-out-of-the-chair blonde – can brighten a woman’s life, but it can be tough on hair. That’s why JOICO has launched Blonde Life, a lightening and brightening system for blondes that want to be lifted to new heights without sacrificing the shine or condition of their hair.