Living Proof Launches Restore

CAMBRIDGE, Mass., Oct. 18, 2011 /PRNewswire/ -- Living Proof launches its latest scientific breakthrough in hair care: Restore.

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Remember your hair when you were a kid? It was shiny, smooth, soft and strong -  the envy of your Mom. It wasn't fussed over. It barely needed to be brushed. But years of blow drying, flat ironing, teasing, bleaching and coloring have left your hair dry and damaged.

Youthful hair is naturally healthy, beautiful hair. We all had it once. What if you could bring it back?

Introducing Restore, from the scientists at Living Proof.

Women want healthy hair, yet their routines of washing, brushing, heat styling and processing lead to dryness or damage. They have tried to fix dryness and damage with products containing oils and silicones which leave hair feeling greasy and dirty. This leads to more washing, styling and processing which perpetuates the cycle of dryness and damage. "Restore really challenges the status-quo. It is a solution that addresses the causes of dryness and damage, offering immediate and long-term benefits, without oils and silicones," says Jon Flint, CEO and co-founder of Living Proof. "Living Proof aims to solve the toughest beauty problems. We're not satisfied with offering just a quick fix."

THE PROBLEM: HIGH-POROSITY

Before hair is ever color-treated, processed or heat-styled, it is virgin hair — strong, smooth, soft, shiny and manageable. Virgin hair has a protective layer that is perfectly intact, which is why it is in such great condition. But everyday routines damage this protective layer, making it highly porous. Therefore hair is unable to seal in moisture and becomes dull, rough, stiff, brittle, and defenseless against damage.

Oils and silicones mask dryness and damage under a heavy coating that weighs hair down. And hair is left feeling greasy and dirty, so you have to wash your hair over and over again. But washing again leads to more brushing and heat styling, so the cycle of dryness and damage just continues.

THE LIVING PROOF SOLUTION

Living Proof scientists invented Restore, the first weightless solution that reduces the porosity of dry or damaged hair to make it look, feel and behave like virgin hair. Our weightless shampoo, conditioner and mask treatment are developed with our moisture-controlling molecule, PolyfluoroEster, to create a protective layer. This layer acts like the natural, protective layer on virgin hair and reduces porosity by 100%. The end result is hair's porosity is normalized to be like virgin, healthy hair.  Restore also increases the hair's resistance to breakage by twenty times, while healing, protecting and preventing further damage. And because Restore can do all this weightlessly — 94% of women agree, Restore does not weigh hair down — it helps stop the cycle of dryness and damage.  After diligent testing on the effects of Restore, a leading hair testing and research institute, concluded, "Out of literally hundreds of products tested, no product system provides stronger resistance to breakage."

The benefits of Restore:

• Reduces porosity by 100% (5 uses)
• 20X more resistant to breakage (5 uses)
• Smoothes the cuticle
• Increases softness and shine
• Improves manageability and body
• Targets dry and damaged sites, root to tip
• Protects against further damage
• Heals each strand over time

KEY INGREDIENTS

• PolyfluoroEster, Living Proof's patented moisture-controlling molecule
• A unique, sulfate-free blend creates ultra-mild, color-safe cleansing
• Creatine, an amino-acid derivative, contributes to smoothing
• Hydrolyzed Wheat Protein and nourishing conditioning agents strengthen and protect
• Tucuma Seed Butter, containing essential fatty acids, enhances softness and shine

USAGE

The first step to breaking the cycle of dryness and damage is to use Restore Shampoo and Conditioner. For more intensive treatment, use Restore Mask Treatment after first cleansing with Restore Shampoo. Squeeze excess water from hair and apply enough of the mask treatment to coat hair root to tip. Restore Mask Treatment is lightweight and appropriate even for fine hair. Gently comb the Mask Treatment through if desired.  After 5 minutes, rinse completely. Restore Mask Treatment can be used in place of Restore Conditioner up to 2x weekly, depending on the severity of your hair's dryness or damage. Safe for color-treated hair.

AVAILABILITY

Restore will be available at Sephora, QVC, Ulta, Nordstrom and Livingproof.com; $28 for Shampoo (8 oz), $28 for Conditioner (8 oz), and $42 for Mask Treatment (8 oz).

ABOUT LIVING PROOF

Living Proof is a company of scientists from some of the world's leading university and research laboratories working together with beauty experts towards one common goal:  to invent breakthrough formulas that reliably provide beautiful results you can see from across the room.

SOURCE Living Proof