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.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)