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.”
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @@Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.
@beyonce chose a custom gown by @falgunishanepeacockindia for mother @mstinalawson 's second annual Wearable Art Gala last night. The gown, which took 10 days to make, was inspired by Nubian warrior queen Amanishakheto. Reporting by @hernameislex . #wwdeye 👑 🐝#beyonce
After dressing @justintimberlake for his Super Bowl halftime performance last month, @stellamccartney has designed the star’s "Man of the Woods" tour wardrobe. Timberlake will be wearing a mix of pieces from McCartney’s fall men's collection as well as custom designs and items from his own closet. #wwdfashion