US hair care brand Living Proof is launching a new line, named Perfect Hair Day (PHD).
The first product in the new range, PHD Styling Treatment ($26), is launching at Ulta this month and will also be sold in salons, on QVC, and via livingproof.com. It will also enter Sephora in January 2014.
The 5-in-1 treatment claims to offer five attributes simultaneously: smoothness; volume; conditioning; fighting breakage and damage; and shine, according to the company. “For most women, these elements never come together,” said Living Proof. “They have to choose between products for styling their hair and treating it. Products that promise strength, repair, moisture, and frizz control are packed full of silicones, oils, and heavy conditioners so you get hair that feels softer and looks shinier – but it lacks body and feels weighed down”.
“Until now, the term styling treatment has been a bit of an oxymoron because existing technologies couldn’t deliver,” said Eric Spengler, Living Proof’s SVP of R&D. “PHD really is the pinnacle of our scientific work because, for the first time, we’ve combined our two patented molecules, OFPMA and PBAE. These are compatible, so we can deliver shiny, strong, healthy hair plus a smooth, voluminous style in one bottle. Finally, women can style and treat hair at the same time”.