Ready to take the platinum plunge? This purple shampoo is your new BFF

Platinum blonde looks set to be a key hair trend for spring 2020, but with excessive hair dye comes excessive damage. Lessen the load with JOICO's latest addition to its Blonde Life range. 

There's no doubt that platinum hair is a strong trend for 2020.

Just this week alone, we've seen stars like Olivia Colman, Cynthia Erivo and Khloe Kardashian rock a powerfully chic blonde 'do on the red carpet.

With spring around the corner, it's inevitable most of us will attempt a style revamp of some sort. If you're thinking about going full platinum, there are a few things to consider.



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Any hairdresser will tell you that bleach can damage your hair by weakening it at the root.


But there are a few ways to ensure minimum damage is caused to your tresses when you take the platinum plunge.

JOICO's latest addition to its Blonde Life range promises to be a blonde girl's new BFF.

The Blonde Life Violet Shampoo instantly cools brassy tones and brightens cool blonde hair, restoring it back to your salon-worthy condition. Any blonde knows that colouring your hair can cause dryness, so Blonde Life Violet Shampoo helps maintain healthy-looking hair by nourishing and protecting.

Its arginine ingredient, a naturally occurring amino acid, is crucial to hair’s strength and helps rebuild it from the inside out.

The shampoo also contains monoï oil, a rare, exotic blend of coconut oil and Tahitian gardenia flower. This can help fight frizz and boost shine while also helping to protect hair from environmental damage.

Tamanu oil, a rich, Southeast Asian UV-absorber packed with fortifying omega-6 and -9, helps deeply hydrate hair, bump up shine, and banish brittle strands.



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And JOICO has added its own smart-release technology, a liposome delivery system that packs a punch by continuously releasing rosehip oil, arginine and keratin to help repair, strengthen, and protect hair from the cumulative effects of daily styling.

JOICO recommends using two to three times a week for best results, followed by the Blonde Life Violet Conditioner. You'll soon be giving Khloe Kardashian a run for her money.

For more information on this must-have shampoo and conditioner, click here.

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