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Beauty News: Living Proof Launches a Product Breakthrough—Prime Style

Beauty News: Living Proof Launches a Product Breakthrough—Prime Style

One of the most amazing events I attended to kick off Fashion Week was the product launch of Living Proof Prime Style Extender.  When science answers a beauty need, it's truly a beautiful thing—Living Proof.  I received the product to review and will let you know my results soon.  In the meantime, here is the information about what sounds like truly an amazing product.  



Prime Style Extender Creates

Hair Styles that Last 2x Longer


A Groundbreaking, Routine-Revolutionizing, First-of-its-Kind Hair Primer

Every day, women spend countless hours styling their hair. It’s an endless routine of shampoo, condition, style, rinse and repeat. Even when your style is perfected, it doesn’t always keep up with you – it can become unruly, unmanageable, dirty, flat and lackluster long before your day is done.  In fact, 6 out of 10 women report that their hair styles do not last more than half a day1.

This is all about to change with Living Proof’s latest brainchild, another game-changing, category-disrupting solution from the award-winning beauty brand:

Prime Style Extender doubles the lifespan of any hair style. And it does so much more – perfecting strands, enhancing shine, and keeping hair cleaner longer. 

To tackle the problem of short shelf-life hair styles, Living Proof looked at the root cause of the problem. First, they studied what happens when a hair style is set – as the hair is heated and dried, temporary hydrogen bonds are formed to “set” the style.  As soon as moisture vapor re-enters the hair, it disrupts these temporary, weak hydrogen bonds.  Throughout the day, moisture levels in the environment are constantly changing due to the weather, air conditioning or heating indoors, and eventually the weak hydrogen bonds break down, causing the hair style to fail.

Powered by Living Proof’s miracle molecule, OFPMA, this new formula protects hydrogen bonds from breaking and repels dirt and oil to prolong the life of any style.

Extends styles 2x longer.

Additional Prime Benefits:

  • Anionic, negatively charged formula enables an exquisitely thin, uniform distribution of primer
  • Weightlessly perfects; ideal foundation for any styler
  • Formulated without any silicones or oils, Prime is easily compatible with other stylers, making it a universal beauty must-have.
  • Created with priming emollients that smooth cuticles, correct hair texture and detangle, increasing resistance to breakage from styling, Prime not only lets styles last longer, but hair looks smoother, healthier and shinier.

As with all Living Proof technology, Prime Style Extender was submitted to rigorous independent consumer testing which proved that Prime not only delivers a long-lasting, beautiful style, but changes habits and simplifies a hair care routine.

  • Without Prime, 6 out of 10 women stated their style failed in half a day

After Prime, 8 out of 10 women stated their style lasted 2x longer

  • 8 out of 10 said they “touched up” hair less often with Prime

  • Before Prime, the majority surveyed needed to shampoo every day

After Prime, the majority shampooed every other day

    • And, the number of women who shampooed every 4 days, doubled


    Living Proof believes that a product should live up to its promise.  Prime does just that. After hearing the concept, women expressed how much they liked the idea of a style extender. After actually using Prime Style Extender for several weeks, 9 out of 10 women stated that the product delivered on the promise and two-thirds of women stated it exceeded their expectations.

    Prime Style Extender.  You have more important things to worry about than your hair keeping up with you.


    Sephora & QVC in September 2012 (SRP: $20)


    Living Proof is a brain trust of award-winning scientists and top beauty experts intent on scientifically re-thinking the root causes of beauty problems, and creating new molecules and solutions to outsmart them.  We believe in rethinking conventional wisdom. We believe that when you can’t find something that works, you invent it. We believe a product should keep its promises, with results you can see from across the room.

     1 Living Proof-sponsored independent consumer usage study, May 2012


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