Long live the hairstyle. At least that’s the hope of hair brand Living Proof, which in September will unveil a new product, said to hold any look in place for twice the time of other similar items. Industry sources estimate Prime Style Extender, $20, could generate $8 million to $10 million in its first year.
“For years, we had been hearing that women are frustrated that whatever style they put in their hair never lasted,” said Jill Beraud, chief executive officer of Living Proof Inc. “We approached it like a cosmetic, like primer for a foundation. If you can start with a foundation, everything builds from there.”
Comprised of an anionic, negatively charged formula, the pre-styler contains no oil or silicone and features cuticle-smoothing, detangling emollients that also resist breakage. The primer also contains Living Proof’s proprietary molecule, OFPMA (also known as polyfluoroester), which protects hydrogen bonds from breaking and repels dirt and oil.
“It’s the same molecule formulated in a whole new way,” said Beraud. “We have found so many different uses and applications for it.”
Beraud added that after clinical trials, 80 percent of users said their hairstyles lasted twice as long. “It works on every different type of hair,” said Beraud, who said that the balm is completely weightless once applied to hair and can be used on any hair type and to secure any style — from waves to fullness to pin-straight strands.
“This is a product that marks the start of a whole new line for us,” said Beraud, who said the primer will be the first of a stylist series, housed in “black, sexy packaging.”
Although the distribution plan remains unfinalized, Beraud said there has been a “high demand for exclusivity” from retailers.
To support the launch, Living Proof will offer its first national print ads. “There is more marketing behind this than ever in the history of the brand,” said Beraud.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over the top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty