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Violet Vibes: Living Proof Embarks into Color Care with its Latest Launch

by Mary Kaleta | April 15, 2019 | Living Proof | Shampoos and ConditionersFinishing Products
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See the hair world through violet-colored glasses, thanks to Living Proof's new Color Care line. The four products—a shampoo, conditioner and two Whipped Glazes—are formulated to care, fortify and protect color-treated hair from color fading due to UV exposure, heat styling and hard water. 

The shampoo is sulfate-free and contains a chelating agent that binds to hard water minerals to target copper and iron, which are known to degrade color. Its UV filter limits wash-off after rinsing to protect against color-damaging UV rays. The conditioner's emollient blend enhances shine and forms a hydrophobic layer on hair even after it's been rinsed in order to help lock in color.

Living Proof's research shows that the combination of the shampoo and conditioner with the introduction of the Whipped Glaze made color last two times longer. The Whipped Glazes are available in two shades: one for blondes and highlights and one for darker tones. The glaze deposits temporary dyes to counteract the color shift and make color more vibrant. 

"I love the texture of the glazes, which feel light and airy," says Living Proof Global Creative Director Michael Shaun Corby. "They aren't like traditional color-depositing products that leave a residue or stain your hands during application."

Corby also notes that the glazes contain a light conditioning base, which means stylists don't have to add in any other products to get a soft, manageable finish.

"You've known Living Proof for our success in volume and frizz-defense products," he says. "This is our dive into the color care world, and we've backed it up with science."

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