By  on June 21, 2012

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.

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