At a press conference in NYC this week Beauty Editors were introduced to the science behind OFPMA, the technology noted as "a superior alternative to silicones and oils" that is used in Living Proof products.
OFPMA was invented by the Living Proof scientists as a superior alternative to silicones and oils. Since its invention, further studies and testing have revealed just how essential this molecule is at improving hair health and changing hair habits by creating an invisible, weightless molecular shield on the hair that:
*Perfects the hair strand texture: Modifying the rough, jagged surface of a hair cuticle thoroughly from root-to-tip. Surface is smoothed & polished “like glass.”
*“Frictionless” shield reinforces and protects strands: Reduces tangling and breakage to strengthen hair strands.
*Improves moisture balance in the hair: Blocks and controls harmful humidity as well as moisture fluctuations that weaken hair and compromises our styles.
*Repels dirt and oil, avoids build up: Keeps hair cleaner longer to wash less frequently, promotes healthier haircare routine.
Editors were introduced to new Living Proof products in the Perfect Hair Day line and learned more from Celebrity Stylist Tim Rogers. In these two videos Roger's offers an overview of OFPMA and then shares his TIP OF THE DAY on HOW TO best shampoo the hair.