Amika Debuts The Protector Collection

As clients continue to view salon color as an investment, amika is launching The Protector Collection and campaign. 

The shampoo, conditioner, and treatment spray system is designed to protect color for up to 40 washes while delivering measurable strength.

For the launch campaign, amika transforms its color-protecting formula into ‘The Protector’—a confident, cool, big-sister character who’s always got your back. As the personification of the launch, The Protector will guide the campaign narrative.

The Protector seamlessly shows up during everyday color-fading moments, giving both stylists and consumers the confidence to go about life knowing their color is covered.

For the campaign, amika offers a robust content ecosystem spanning a hero film, benefit-driven content, and pro-education tutorials. 

Beyond the campaign, The Protector will come to life across social through her own Instagram account, where she’ll serve as a trusted friend to the amika community by sharing educational content, hair color tips, and inspiration. 

For nearly two decades, amika’s focus has been on developing high-performing products across its portfolio while earning credibility first through its professional stylist community and then with consumers. 

That long-term investment has translated into consumers building complete routines with the brand because of trust that the products will perform.

The collection includes the Color Protect + Strengthen Shampoo and Conditioner, a next-level wash care that preserves color vibrancy up to 40 washes, strengthens 11.5x, and leaves hair shinier and stronger.

The Color Protect + Strengthen Treatment is a color-protecting leave-in treatment clinically proven to preserve color vibrancy, fight color fade and shift from environmental stressors, and leave hair stronger and more manageable.