This Living Proof Oil Smooths, Defines & Supports Healthy Strands
Laura McQuarrie — February 2, 2022 — Fashion
References: livingproof & wellandgood
The newest Living Proof oil for hair is a product that supports shine, moisture and smoothness, as well as happier and healthier curls. Thanks to a blend of five different oils, the silicone-free product is fast-absorbing and deeply nourishing for wavy, curly and coily textures.
The supportive hair oil formula helps to lock in water and it can be added to wet or dry hair as needed, and layered with other Living Proof hair products. Although similar to the brand's No Frizz Vanishing Oil (which is better suited to non-curly hair) the Living Proof Curl Moisturizing Shine Oil is less lightweight and rich in oils and emollients. The thoughtfully selected blend of oils that powers the product mimics the natural oils of the hair for comforting replenishment and frizz reduction.
The supportive hair oil formula helps to lock in water and it can be added to wet or dry hair as needed, and layered with other Living Proof hair products. Although similar to the brand's No Frizz Vanishing Oil (which is better suited to non-curly hair) the Living Proof Curl Moisturizing Shine Oil is less lightweight and rich in oils and emollients. The thoughtfully selected blend of oils that powers the product mimics the natural oils of the hair for comforting replenishment and frizz reduction.
Trend Themes
1. Curl-defining Oils - The rise of silicone-free oils for curly and coily hair textures presents an opportunity for brands to offer more nourishing, frizz-fighting and tailored hair care solutions to this consumer group.
2. Natural Oil Blends - With the trend towards more natural, plant-based and cruelty-free ingredients in personal care, brands can innovate by exploring new combinations of botanical oils that mimic the natural oils found in healthy hair or scalp.
3. Layerable Hair Care - Consumers want customizable hair care routines that cater to their unique needs, and this trend towards layering different products in a way that enhances their benefits while avoiding product buildup or greasiness presents a challenge for brands to create products that play well together and deliver on their promises.
Industry Implications
1. Hair Care - With rising demand for natural, silicone-free, nourishing and customizable hair care formulations that cater to different hair textures, brands in this industry have an opportunity to innovate by creating novel oils or oil blends that address consumers' concerns around shine, frizz, hydration and manageability.
2. Personal Care - The hair care category is a subset of the broader personal care industry, which is undergoing major shifts towards more sustainable, ethical, and transparent practices, and incorporating holistic, wellness-oriented or multifunctional solutions. Brands that approach hair care as part of a larger, systemic approach to personal care can create more meaningful connections with consumers.
3. Beauty and Cosmetics Retail - As consumers become more savvy about the ingredients, claims and impact of their personal care products, retailers that cater to their needs by providing a wide range of options, education, and transparency can differentiate themselves and build loyalty. The rise of indie beauty and direct-to-consumer brands in this space also creates an opportunity for disruption and innovation in the distribution and marketing channels of hair care products.
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