Beauty Professionals Select Joico and ISO Products Most Popular

When it comes to the Academy Awards, it is their fellow thespians who select the best actors. When it comes to the Stylist Choice Awards, it's working beauty professionals who select the best performing products.

This year, for an unprecedented fifth year in a row, Joico K-Pak Deep-Penetrating Reconstructor has emerged as the champion in the 2005 Behindthechair.com Stylist Choice Awards for Best Deep or Reconstructive Conditioner. In addition, ISO Options took the prize for Best Perm, making this the third time for this unique texture system. (Previous wins for ISO Options were in 2002 and 2003). These outstanding products were voted number one in their categories by the best qualified judges of all—the hair care professionals who use them every day in the salon.

According to Dana Schmidtbauer, vice-president of account development for behindthechair.com, an online community for beauty professionals, nearly 6,300 pros participated in the balloting. What's more, the voting is done on a "write-in" basis, so stylists base their decisions strictly on their own criteria and knowledge of the product's performance, with absolutely no prompting. According to Schmidtbauer, products winning Stylist Choice Awards are now universally recognized as the best in the business.

K-Pak Deep-Penetrating Reconstructor contains Joico's unique Hair Protection System (HPS). The system features four active complexes:

• Antioxidant Complex
• Essential Fatty Acid Complex
• Botanical Moisturizing Complex
• Triamine Complex®

Together, these complexes revitalize hair from the inside out, restoring body and resiliency to even the most damaged strands. What's more, K-Pak works quickly, transforming hair in just five minutes, without heat.

The ISO Options wave system is available in formulas for normal and previously permed hair; color-treated hair; normal or resistant hair and long and resistant hair. Each creates versatile, fashionable texture without damage.

Says Patrick O'Keefe, Director of Communications for Joico and ISO, "Our success is dependent on the performance, effectiveness and superiority of our products in the salon. So when thousands of salon professionals agree that our products are number one, we know we're doing something right!"