Whom You Know: Living Proof Launches No Frizz Shampoo and Conditioners Wash Away the Frizz with the First Complete Silicone-Free, Sulfate-Free Hair Care Line

Wednesday, August 26, 2009

Living Proof Launches No Frizz Shampoo and Conditioners Wash Away the Frizz with the First Complete Silicone-Free, Sulfate-Free Hair Care Line

Living Proof, the company that introduced No Frizz and its breakthrough PolyfluoroEster technology, now brings the ultimate frizz-fighting solution to three new daily care products: No Frizz Shampoo, No Frizz Conditioner and No Frizz Leave-In Conditioner. By combining its breakthrough frizz-fighting ingredient with advanced cleansing and hydrating formulas, women can now banish frizz in every step of their hair care regimen.

Peachy Deegan already loves this line of products:

http://www.whomyouknow.com/2009/04/product-alert-living-proof-polishes.html

http://www.whomyouknow.com/2009/04/product-alert-living-proof-straightens.html

So we were super-excited to try out the new shampoo and conditioner. After using it, we used the Wave Shaping, Curl Defining No Frizz cream and this morning we could not be happier! Peachy Deegan is having the best hair day she has had in DAYS. Even with the crazy humidity her waves are completely defined. The best part is that it is no effort-just wash, condition, put in the cream, go to bed, wake up, look great!

How It Works:

No Frizz’s scientific research team, lead by top MIT scientists, discovered the patent-pending PolyfluoroEster, a breakthrough ingredient that allows for control over hair’s surface energy and roughness. PolyfluoroEster, because if its small size, creates a weightless shield on the hair to prevent moisture flux in and out, and coats the cuticles to reduce the friction between fibers. First delivered in No Frizz Sprays, Creams and Treatments, this breakthrough ingredient is the first innovation in frizz-fighting in over 30 years and has had the beauty world buzzing since it launched.

The Next Innovation:

Creating the perfect cleansing and conditioning routine to enhance No Frizz’s benefits was the team’s new challenge. With over 92 percent of No Frizz clients chemically processing their hair and 72 percent saying they have dry, damaged hair, the team’s first task was to rethink the standard ingredients – damaging sulfates, heavy oils and butters and ineffective silicones – and find new options that were gentle enough and hydrating enough for hair prone to frizz.

In addition, an essential component of any formula would be to ensure PolyfluoroEster remained in the hair after rinsing. Since other companies base their frizz reduction claims on the use of the shampoo, conditioner and stylers together, Living Proof knew they had another opportunity for innovation if they could change this prevailing model. The team drew upon their scientific knowledge outside of the beauty industry and experimented with a variety of ingredients and delivery systems until they found a system that actually deposits and maintains PolyfluoroEster during the washing and conditioning process. In fact, after five uses, almost 1/3 as much PolyfluoroEster remains in the hair as with the leave-in styling products, ensuring continued frizz-fighting power even before you style.

Once they were ready to formulate, they began with the first and arguably most essential step in any hair care regimen: shampoo. The major leap forward came from a combination of PolyfluoroEster with a new sulfate free surfactant system featuring SLMI (Sodium Lauroyl Methyl Isethionate), which effectively cleans the hair without the harsh stripping found in many sulfate based shampoos. Living Proof is one of the first companies to use SLMI and created a paring that provides gentle cleansing and lasting frizz control, without sacrificing the luxurious lather created by traditional sulfate-containing formulas. As with the No Frizz styling products, Living Proof also noticed two additional benefits: hair stayed cleaner longer and color-treated hair remained more vibrant without the harsh stripping that occurs with sulfate-based formulas.

For No Frizz Conditioner and No Frizz Leave-In Conditioner, Living Proof created the formula with PolyfluoroEster to provide unsurpassed frizz reduction, as well as ingredients for lightweight hydration and shine enhancement without the use of silicones or heavy oils. The ability of PolyfluoroEster to shield the hair with a weightless layer ensures hair is left incredibly soft and hydrated with a light, smooth finish that shines. In fact, this technology makes No Frizz Leave-In conditioner one of the only oil-free, silicone-free leave-in conditioners available on the market.

The Irrefutable Results:

Overall, Living Proof subjected the new formulas to five distinct tests before being satisfied that these new products were truly different from everything else available. In addition to the in-lab testing for depositing PolyfluoroEster and damage protection with the SLMI surfactant system, Living Proof compared the frizz-fighting performance of its No Frizz products to that of the leading silicone-based products and plain water. Time and again, No Frizz outperformed both in combating frizz, proving superior humidity blockage and superior performance against existing hair care products.

The New Collection:

With the launch of new No Frizz Shampoo, No Frizz Conditioner and No Frizz Leave-In Conditioner, the team at Living Proof has created the ultimate hair care regimen that washes away frizz and provides heat protection from tools like blow driers, curling irons and flat irons. For the smoothest, shiniest hair, use daily with No Frizz Sprays, Creams and Treatments, for a one-two punch that knocks out frizz.

Humidity Blocking, Weightlessly Hydrating, Sulfate-Free No Frizz Shampoo was developed with PolyfluoroEster and SLMI, a gentle, sulfate-free surfactant, to remove any trace of dirt or oil without stripping the hair. No Frizz Shampoo is the perfect choice for everyday cleansing for all hair types, including color-treated hair.

Humidity Blocking, Weightlessly Hydrating, Shine Restoring No Frizz Conditioner is the natural companion product to leave hair soft, shining and hydrated without weighing it down.

Moisture Restoring No Frizz Leave-In Conditioner is an ideal option for drier hair, incorporating PolyfluoroEster with lightweight glycerin as the key moisturizing component instead of heavy oils, a first for a leave-in frizz-fighting product.

Suggested Retail Price: $24 for each 8.0 oz bottle

$14 for each 2 oz travel-sized bottle

Availability: No Frizz Shampoo, Conditioner and Leave-In Conditioner are available in September 2009 at www.livingproof.com and Sephora stores nationwide, Sephora.com, QVC, and QVC.com

Recent Testimonials by Brand Ambassadors on their Experience with Whom You Know

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Peachy has such a strong relationship with her readers. She provides honest and real comments; she is truly a trusted source in a very large circle
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Peachy Deegan is a gem. She is wonderful to feature our Irish brands in 'Whom You Know'! The articles are beautifully and passionately presented, bringing products and brands to life, making both relevant and fun for her many faithful followers to read. I am immensely proud for our hand-crafted products to be included in this venue!"

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Bill Follett
President, Belleek Group North America
www.Belleek.com

"As you know from my past features, Peachy Deegan and I were in the same class at Boston College prior to either of us becoming entrepreneurs. When we played together on the BC Alumni softball team in Central Park years ago, she mentioned she could not find a great dentist in Manhattan and could often be found networking on her phone in the outfield hiding from the ball. She was my second patient ever in 2006 when I opened my dental practice; I was one of the first sponsors on Whom You Know and the first Mover and Shaker featured in 2009 and have worked with her continuously since. She's even talked her friends that are doctors into being my patients, and they subsequently send their hospital colleagues. I don't know anyone that is as great of a networker and writer as Peachy, nevermind that she is upstanding and always good for her word. Cosmopolitan Dental is so happy to be in the company of the caliber of major brands she works with today, and although she will tell you a million ways to get your teeth dirty between Peachy's Picks, Terrific Takeout and Peachy's Pantry, Peachy Deegan will tell you there is only one way to get your teeth clean!"
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http://cosmopolitandental.com/