Haircare specialist Living Proof will unveil two Restore products, Color Care and Dry Scalp Treatment, at the upcoming TFWA World Exhibition (Green, K50).
Living Proof Global Creative Director Michael Shaun Corby will offer styling and cutting tips at a style bar which is part of the Unilever International Global Travel Retail stand.
As reported, Unilever added Living Proof to its portfolio in 2017. The brand is, according to Unilever, the top prestige haircare brand in the US domestic market, and the company has identified a “huge opportunity” in travel retail.
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 49ml.
Living Proof said the range features a “breakthrough discovery” which helps stop hair colour fading. It claims its silicone-free system makes hair colour last two-times longer using the Locking Molecule (CPULA). The molecule, Living Proof explained, forms a protective layer on the hair thanks to an ionic attraction, which helps lock in the dye.
Living Proof Senior Vice President Sales Michelle Brett said: “This new Color Care Range is something revolutionary, which we at Living Proof are extremely proud of. 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 comes in a 100ml bottle and aims to deliver “instant, soothing and sustained hydration for the scalp”.
“The controlled release of bio-hydrators, including hyaluronic acid and Vitamin B3 helps to balance your scalp providing instant soothing and hydration,” Brett said.
“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.”
Living Proof said the new releases mark the latest stage in a “big year” in travel retail. The brand launched in Dublin Airport’s Terminal 2 departures store in March and is due to feature in four American airports this summer.
