Monday, July 27, 2009

Just Say “No” (Frizz, that is): NEW Living Proof Shampoo and Conditioners (review)

Back in June, I bravely battled the humidity of Atlanta and reviewed the newest in no frizz technology from Living Proof (the wave shaping curl defining no frizz styling treatment for thick to coarse hair). Well now, it’s no longer the newest. Because there is something even newer!

Was it enough to win a Best of Beauty Award from Allure Magazine? Was it enough to create fabulous frizz-fighting treatments for all hairtypes? Was it enough to also have a nice fragrance? (These are rhetorical questions; but just in case you’re keeping score, the answer to each is “no.” It was not enough.)

Living Proof is now launching a New No Frizz Shampoo and two Conditioners!
Blurb: 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. No Frizz’s scientific research team discovered the patent-pending PolyfluoroEster, a breakthrough ingredient that allows for control over hair’s surface energy and roughness. 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.

I am thrilled to bits that all these top MIT scientists have been working like mad just to keep my hair tame and attractive. Living Proof’s PlyflouroEster creates a weightless barrier that prevents moisture from entering or leaving the hair. The collection (Shampoo, Conditioner and Leave-In) are created to enhance the no frizz benefits, cleanse, hydrate, provide heat protection (and remain in your hair) without using sulfates, heavy oils or silicones.

Shampoo Blurb: 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.

Conditioner Blurb: 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.

Leave-In Conditioner Blurb: 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.

Okay, enough of the blurbs. I tried these products out for a week and loved the results. The shampoo lathered and cleaned really well (hard to believe it’s sulfate-free). I used the conditioner every day and loved the rich feel (and the way it detangled my curly “morning hair”). The leave-in conditioner also did a stellar job. It made my hair soft without weighing it down. The conditioners had very little build up and all three products had same great fresh fragrance as the treatment. And since I color my hair, I’m really excited that these products are sulfate-free.

The cherry on the sundae was adding a small dollop of the styling treatment on really humid days. Kept everything pretty and fuzz-free.

No Frizz Shampoo, Conditioner and Leave-In Conditioner are available September 2009 via the website, Sephora and QVC. But right now, you can visit them and check out the pre-launch exclusive.


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