With 75% of women coloring their hair, demand for effective color protection is higher than ever. Yet many "color-safe" products rely on vague claims, leaving stylists and clients frustrated by fading color and inconsistent results. In fact, 81% of stylists actively seek out color care products—highlighting a clear need for proven solutions that deliver on their promises.
amika is changing that conversation with The Protector Collection—a clinically proven shampoo, conditioner, and treatment spray system designed to take the guesswork out of color care while delivering measurable color protection and strength.
What's in It for the Professional:
- The results are measurable:
- Backed by clinical proof and designed to protect the integrity of salon color between appointments. Preserves color vibrancy for up to 40 washes*
- Delivers 14.7x stronger hair* with 93% less breakage
- Clinically proven protection against UV- and chlorine-induced color fade
- Up to 450°F heat protection
- The science behind the system:
- Lamellar Liqui-Crystal Complex technology to seal the cuticle and support color retention
- Powered by color-locking polymers + cortex-penetrating peptides to preserve color from cortex to cuticle
- Infused with antioxidant-rich sea buckthorn to help combat color-degrading free radicals
Further bringing the innovation to life, amika is launching a new campaign centered around The Protector—a confident, cool, big-sister character who embodies the brand’s belief that great color care extends the stylist’s work beyond the chair.
Through hero film, educational content, and pro tutorials, The Protector shows up in everyday color-fading moments, giving stylists and consumers the confidence that their color is protected. The campaign blends education, storytelling, and product innovation to redefine what color care can look like.
