Developed using technology at the Shiseido laboratories, the new K-Pak sun therapy system is said to replenish burnt hair strands with a three-step routine.
A recent report by the European association for the industry stated the hair care market had seen a slow increase from 2005, posting an sales growth of 2 per cent at the retail level, to reach €14.9bn. Companies such are Joico have responded by creating niche product lines to revive the ailing category.
According to the company the hair care range fills in holes in the hair that are caused when delicate particles get subjected to sun rays, which subsequently result in a frayed appearance with breakage of the hair strand and uneven colour distribution.
Available from salons in the UK, the range benefits from the Joico's Hydroxy Sun Complex technology that the company claims fills in the holes in the hair shaft.
The company has created the range using four different ingredients to harness the powers of the ingredients, aloe vera, botanicals and Covabsorb EW - a trio of sun blockers.
The Quadramine complex is a blend of low molecular weight and size proteins, a formulation the company claims both protects and reconstructs the hair from the inside out.
The K-Pac hair protection system complex incorporates antioxidants and essential fatty acids to create what the company claims an "environmental barrier" to restore the shine that is often dulled by prolonged exposure to the sun.
Following a growing trend, the company has completed the process with the Keratin Silicone complex that incorporates a heat-activated blend that seals the cuticle of the hair.
Priced between £9.95 and £10.95 the shampoo, treatment masque and protective system are being marketed towards the lower end of the market.
