amika has launched its new color-care line, The Protector Collection, alongside a splashy marketing campaign with main-character energy.
Personifying the brand is The Protector, "a confident, cool big sister" brought to life across social media through her own Instagram account, where she'll serve as a trusted friend to the amika community by sharing educational content, hair color tips, and inspiration.
The Protector line itself consists of a clinically proven shampoo, conditioner, and treatment spray trio that the brand says:
- Preserves color vibrancy for up to 40 washes;
- Delivers hair that is 14.7 times stronger with 93% less breakage;
- Offers clinically proven protection against UV- and chlorine-induced color fade; and
- Provides heat protection up to 450°F.
The science behind the system includes Lamellar Liqui-Crystal Complex technology to seal the cuticle and support color retention; color-locking polymers and cortex-penetrating peptides to preserve color; and antioxidant-rich sea buckthorn to help combat color-degrading free radicals.