Living Proof to launch ‘Color Care’ and new scalp treatment in Cannes

By Charlotte Turner |

Living-Proof-Color-Care-trio-leadUnilever’s Living Proof brand will debut its new ‘Color Care’ and ‘Restore Dry Scalp Treatment’ products at the upcoming TFWA World Exhibition in Cannes (30 September-04 October).

 

To celebrate the new products, Unilever will be offering treatments from renowned hair stylist, Michael Shaun Corby at the Living Proof Style Bar, on the Unilever stand. Corby spoke to TRBusiness when the brand made its debut in Cannes last year.

 

The Color Care collection is Living Proof’s sixth ‘system’ and features its fourth patented molecule, as the brand insists that it is its ‘scientific excellence’ which makes it stand out from its competitors.

 

The Color Care collection features a shampoo and conditioner, both of which are available in 236ml and 60ml travel size versions, and a Whipped Glaze which comes in 145ml and a 49ml travel version.

 

‘REVOLUTIONARY COLOUR-LOCKING MOLECULE’ 

The range features a ‘breakthrough discovery’ by Living Proof, which helps stop hair colour fading once customers leave the salon.

 

Living-Proof-Color-Care-treatments-wide

The Color Care collection is Living Proof’s sixth ‘system’ and features its fourth patented molecule, as the brand insists that it is its ‘scientific excellence’ which makes it stand out from its competitors.

“Living Proof scientists created a silicone-free system which makes hair colour last two-times longer using the Locking Molecule (CPULA),” says the company. “The molecule forms a protective layer on the hair thanks to an ionic attraction, which helps lock in the dye.”

 

Michelle Brett, Living Proof Senior Vice President of Sales, adds: “This new Color Care Range is something truly revolutionary, which we at Living Proof are extremely proud of.

 

Living-Proof-Restore-dry-scalp-treatment-tall

“The controlled release of bio-hydrators, including hyaluronic acid and Vitamin B3 helps to balance your scalp providing instant soothing and hydration,” says Michelle Brett, Living Proof Senior Vice President of Sales.

“We heard customers say they wanted a product which protected their hair from damage and colour loss, but avoided the weighted-down feeling of silicone solutions. We are very excited to bring this, and its travel-dedicated miniatures range, to the industry in Cannes.”

 

The Restore Dry Scalp Treatment, which comes in a travel-sized 100ml bottle and ‘delivers instant, soothing and sustained hydration for the scalp’, will also be a focus for LP in Cannes.

 

RE-BALANCING ACT

The Hyaluronic acid based molecular patch restores the balance of your scalps natural ecosystem to ease dry scalp, itching and irritation, says LP and Unilever.

 

“The controlled release of bio-hydrators, including hyaluronic acid and Vitamin B3 helps to balance your scalp providing instant soothing and hydration,” adds Brett.

 

“This weightless and fast-absorbing solution is perfect for shoppers on the go who do not want to be weighed down by irritations; 92% of users say it instantly soothes their scalp and 88% said it reduced dryness immediately.”

 

The new releases are the culmination of an important year for Living Proof in travel retail, during which the company launched in the new Terminal 2 Departures store at Dublin Airport (March). The brand also opened in four American airports this summer.

 

Visitors to the Unilever booth in Cannes will be able to see the new products for themselves, but will also receive tips and treatments from Living Proof’s Global Creative Director, Corby.

 

He has been in the salon business for two decades and is in demand from top celebrities and stylists alike. He was previously the on-air stylist for Project Runway All Stars and for almost a decade he has been a judge on the North American Hair Styling Awards, where he is now Committee Chair.

 

Living Proof says it looks forward to welcoming visitors to their booth at Green Village, Basement 2, Stand K50 to see the new products and receive expert advice.

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