Joico has gotten one step closer to tapping the proverbial fountain of youth. At a special beauty breakfast today at the London Hotel in New York City, the Zotos-owned hair care brand rolled out its latest innovation for Spring 2008—the Re:Nu Age Defy Line, said to stop gray hair in its tracks.

There are more Baby Boomers in salon chairs today than any other group of clients—according to Joico Director of Education Angelia Polsinelli, who hosted a detailed presentation at the event. With that aging clientele come some very distinct signs of passing time: hair loses density, manageability, vibrancy, shine, strength and color. Joico’s new Re:Nu Age Defy hair care collection aims to stop the clock, reversing these aging hair signs and preventing further follicular erosion.
 
The Re:Nu Age Defy System features a “unique, scientifically advanced formula” created by Shiseido. The key component is the range’s Re:Nual Serum, a first-of-its kind formula said to reverse the graying process featuring panax ginseng extract to encourage healthy growth and strength, Japanese sansho pepper to inhibit development of gray growth and hops extract to keep color and texture vital and supple.

Complementary shampoos and conditioners round out the Re:Nu collection. The products also feature airless pumps to preserve the ingredients and a “one-touch” system for convenience.

According to Ms. Polsinelli, the results are impressive—stylists can now offer their clients a noticeable reduction in the rate of gray growth, plus smoother, shinier, softer and more manageable texture; protection from moisture loss; protection from environmental stresses; reduced structural damage and increased strength and substantial scalp nourishment.

Joico also presented the Vero K-Pak Color Age Defy Series at the event, a new color system targeted toward the rejuvenation of the complicated texture of gray hair. More info: www.joico.com