3 weeks ago
6
Living Proof’s recent brand campaigns have relied on star power supplied by Lily Collins or Paris Hilton. Its latest, however, takes a bit of a different approach, casting three creators to introduce the brand’s newly reformulated shampoos and conditioners. The new hair wash products rely on “Sili-Clone,” which was designed to mimic five of silicone’s most desirable benefits — detangling, slip, sleekness, conditioning and shine — without coating the hair.
Living Proof has never used silicones — its original formulas used an ingredient called OFPMA, which the brand described as the “healthy hair molecule.” But Sili-Clone is a new and improved alternative to silicone. According to the brand’s CMO, Alexis Tedesco, “It’s important to us not to get stagnant.”
“At Living Proof, we are constantly researching and evaluating the latest technologies to develop highly effective products with cutting-edge performance,” said the brand’s chief R&D officer, Ron McLaughlin. “Our latest shampoos and conditioners powered by Sili-Clone HairTech deliver the exceptional in-shower experience customers seek and the premium finish they deserve after every wash, while also keeping hair cleaner and healthier for longer.”
Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
English (US) ·