Problem-solution hair brand Living Proof, which has built a following based on targeting and reversing specific hair issues like frizz and strand thinness, is aiming to be a bit more universal — and multitasking. It’s newest offering, Perfect Hair Day 5-in-1 Styling Treatment, unites a pair of exclusive Living Proof molecules for a dose of smoothness and volume, two usually incompatible results. “It’s the first time we’ve been able to combine both of our proprietary molecules into one formula,” said Jill Beraud, chief executive officer of Living Proof. “We believe that the PHD franchise will be one of our most universally appealing products to date as it is a combination of both treatment and styling benefits.
The Styling Treatment features OFPMA, a molecule utilized in Living Proof No Frizz and Restore for smoothness and shine, paired with PBAE, a hair-thickening agent used in the brand’s Full franchise. “When we first saw these two molecules combined, we saw they were nullified,” said Eric Spengler, Living Proof’s senior vice president of research and development. “We needed the right delivery system.”
The resulting formula took Living Proof’s founding scientist, MIT professor Dr. Bob Langer and his team two years to discover. According to Spengler, most products that add sleekness to hair also give a flatter texture, while volumizing formulas do little in terms of imparting smoothness. The Styling Treatment, which aims to do both, also promises static control, a reduction in hair breakage and both heat and UV protection. “If you look historically at the category, there have been attempts to combine technologies that deliver conditioning and hair health with those that deliver volume and body,” said Grace Ray, chief marketing officer. “Those two ingredients cancel each other out. We were able to figure out how to create a compatible formula to actually deliver a styling element to the [treatment] equation.”
The $26 item, which will be launched on Sunday exclusively at 650 Ulta and specialty salons in the U.S., will be joined by a PHD Shampoo and Conditioner in January. The Styling Treatment, which will be sold on QVC next Friday, will enter 350 Sephora doors in January of next year. The entire three-piece collection will roll out to about 1,000 total doors in March. Although the brand would not talk numbers, industry sources estimate Perfect Hair Day 5-in-1 Styling Treatment could generate $15 million in its first year.
“We’ve all read about the ‘skin-ification of hair,’” said Ray. “The more knowledge about skin care migrates into hair care, [the more] demand for science.”
According to Ray, the launch comes after Living Proof conducted research asking women what kind of a product they want. The answer? A product that solves more than one problem at a time.
“Marketers have created a lot of franchises to address specific problems,” she said. “There are a lot of women who have more than one problem and feel lost on what to choose. This is a strategic move to expand the portfolio and meet more consumers’ needs.”
To promote the launch, print advertising featuring Living Proof co-owner Jennifer Aniston, who weighed in on product creation, will break in the first quarter of 2014 as will a digital marketing component and a large-scale sampling initiative. “Working on the scent and packaging of Living Proof Perfect Hair Day was fun. I’ve always loved fragrance and had some experience when launching my perfume,” Aniston told WWD via e-mail “I’m looking forward to doing more product development on launches going forward. I have a lot of ideas. As much as I love science, I am going to leave the lab work to the team from MIT.”
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews