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.
A grooming moment between @tanfrance and @antoni last night at the The LGBT Community Center Trailblazer Awards honoring Anna Wintour, Ricky Martin and more. See more photos at WWD.com #wwdeye (📷: @lexieblacklock)
“It was a very surreal feeling. It wasn’t like we were in the studio together coming up with it — it’s more like he discovered it and loved it. I didn’t let myself get my hopes up, but then it happened it was very exciting,” said singer-songwriter @nombe on discovering that @pharrell would be using his song, “Cant Catch Me” on his HBO documentary series “Outpost.” The German-born singer — named Noah MacBeth — talked to WWD about feminism, using art as a platform for political expression and personal style. Read more on WWD.com #wwdeye (📷: @jilliansollazzo)
This season, denim is going west – in influence. Brands like @fathersdaughterla (pictured here), @tommyhilfiger Jeans, @levis and more are opting for raw, top-stitching styles. (Styled by @thealexbadia; 📷: @ryanplett)
20-year-old British singer @jorjasmith_ made her debut at Coachella last weekend. We caught up with her and talked about her love for Amy Winehouse, working with Kendrick Lamar on the “Black Panther” album and her fashion philosophy. Read the interview on WWD.com #wwdeye (📷: @katiedaisyla)
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)