With every great launch comes great questions. And we’ve got education wiz/Joico National Corporate Trainer, Ashley Toro, at the ready to explain all the nuances and need-to-know info on our new Defy Damage supercharged masque, KBOND20. Let’s dig in and learn….
Meet your trainer, Ashley Toro…
With 16 years at Joico under her belt as a brand educator, territory manager, and now, national corporate trainer, Ashley knows every one of our products up down and sideways – so much so, that she’s been tapped to travel all over North America to train our education team. A maven in both the science and practical use of color and care products, Ashley has a unique ability to field and answer questions from artists in every market: She comes from a family of hairdressers; had a side hustle in high school doing highlights and updos for her friends; and became licensed herself as a hairdresser in 2003.
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The latest outlet for this California pro’s vast knowledge? Instagram! We’ve just launched a monthly live q/a session called Ask Ash – a convenient deep dive into all things Joico; and in her first reel, Ash set her sights on KBOND20. Merging K-PAK’s deep reparative strength with the bond-building power and hydration of Defy Damage, this new treatment delivers 5X stronger* hair, plus a soft, healthy look and feel that brings gorgeous color creations to life. “I’ve used all of our masques and those of our competitors – and THIS is the one you’re going to fall in love with,” exclaims Ashley.
KBOND20 features Keratin Protein, plus 20 superpower ingredients – like deeply hydrating Moringa Seed Oil, so you get bond building without dryness. What it does that you’ll love…
- Delivers 5X stronger* hair in one use
- Builds & protects bonds**
- Rich hydration
- Replaces lost lipids
- Instantly detangles
- Normalizes pH
- Color safe
- Animal test-free
- Paraben-free(not for use in EU)
*Against combing breakage on damaged hair during heat styling
**Protects hair from mechanical, thermal, and environmental damage
Ash answers all…
What’s the big difference between this and other hair treatments?
In a nutshell, you get all the results and benefits in just five minutes. We don’t always have the time to do a full reconstruction service during appointments; the speed of KBOND20 saves time and money in the salon. Plus, the fast results help ensure that clients will actually use the product and follow the directions at home: With longer treatment products, we can’t actually trust that a client will keep product in their hair for a full 20 minutes.
What kind of immediate results can I expect to see?
You’ll achieve supple, soft hair that’s super-shiny and five times stronger. Strands are instantly detangled, and hair just feels like butter — everything glides right through it.
How – and when – do I use it on my client?
Think of it as a bookend service – the very last page. You’ve rinsed out your toner, gloss, or glaze; have shampooed and rinsed the hair (ideally with Defy Damage Protective Shampoo); and now you apply KBOND20, leaving it on for five full minutes for max results. Rinse out and you’re done.
How does KBOND20 preserve hair color?
It brings down the PH level – landing between a 3.5 and 4.5. Any time you can bring down the PH and seal the cuticle on a color client, you’re really helping with shade preservation.
Who is the target client?
- When your client notices their ends are getting rough.
- They need strength in the hair.
- You have a new client and are working to get their hair back to a healthier state.
- Little girls who are swimmers and regularly exposed to chlorine – it really beats up their hair.
- Clients who do a lot of blowout services, flat iron, and curling work.
What kind of home regimen do I recommend to clients?
Clients who need a lot of reconstruction should use KBOND20 two-to-three times per week, leaving the product on for the full five minutes. For regular color and chemical-service clients, prescribe the treatment to be used once a week – again, reminding clients to leave it on for five minutes before rinsing.
Can it be used with extensions?
Absolutely. We know that over time extensions get rough, and KBOND20 will help with smoothing and shine. Just be very intentional on the placement: If you’re applying the product to hair that uses tapes or anything with adhesive, be sure to stay away from bonds, and stick to midshaft to ends. When applying to hair that has non-adhesive extensions, you can go a little higher.
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